Vax Bucks

When New York City saw a drop in vaccine demand, it raised concerns about reaching herd immunity. Officials introduced new tactics, like offering prepaid debit cards, to boost inoculation rates. DCF quickly developed a fun campaign encouraging New Yorkers to “Get Your Vax Bucks!” The series of ads raised awareness of the vaccine incentive among unvaccinated New Yorkers with bright colors, bold headlines and studio-style portraits.