The Challenge: Vaccines are a critical tool in protecting everyone from severe COVID-19 illness, hospitalization and death. In order to incentivize more New Yorkers to get vaccinated, NYC is offering $100 and other rewards to those receiving their first vaccine dose. Many New Yorkers are unaware of this incentive, so a quick campaign needed to be implemented throughout the city.
Our Impact: A bold, fun campaign encouraging New Yorkers to “Get Your Vax Bucks!” was quickly produced with bright colors and studio-style portraits. The series of ads (in English, Spanish and Chinese) show different people and families (including ages 5 and up) proudly holding their $100 prepaid debit card in hand.