Harness the power of a “trusted conversation.” We knew two things: Parents were concerned about the safety of the COVID-19 vaccine and were mistrustful of the government and media in general. Yet, there was one source of information they did trust: Their child’s pediatrician.

We brought the campaign to life with the help of a real family who had a powerful story about life with conditions that leave people immunocompromised - with an appeal to help protect those who can’t protect themselves. Driving things behind the scenes was Programmatic Video, Programmatic Display & Social Media to reach our key target audiences – vaccine-hesitant parents in communities with low vaccination rates.

To push the message further out, we also developed two social media toolkits for Children’s Hospital Association member organizations to utilize in their efforts to improve vaccination rates within their own communities.