Organization: Flowers Communication ( Integrated Marketing)
Industry: Public Health
My Role: Director Creative /Strategy/Marketing
In the face of plateauing vaccination rates in Chicago, despite the initial success of using influencers such as athletes, TV personalities, clergy, and politicians, there was a noticeable decline in the effectiveness of these channels. Recognizing the need for a more personal touch, I came up with a strategy to hyper-localize our messaging, tapping into authentic voices within each community to address fears and concerns.
Casting and Storytelling:
The success of this hyper-local approach highlighted the significance of authentic voices in overcoming vaccine hesitancy. By engaging with communities on a personal level, we were able to create a narrative that resonated deeply, ultimately contributing to the city's success in achieving widespread vaccination.