The Challenge: When children as young as 6 months to 5 years of age became eligible to receive the COVID-19 vaccine, many New Yorkers were skeptical and hesitant. A positive and relatable campaign needed to be produced to inform parents and help them feel comfortable knowing that this is the best decision for their kids.
Our Impact: A series of testimonial interview video and radio ads were developed in multiple languages and ran throughout the NYC metro area. For each story, we recruited pediatricians and teachers who were also parents to small children currently eligible for the vaccine. Each video follows an individualized family story, as the parent explains their professional side while also showing a more personal side as a loving and caring parent. Parents interact with their children in their own natural settings while discussing their personal experiences and thoughts about the vaccine and how it was the right choice for them in keeping their own child or children safe. This campaign created a relatable connection between the audience and testimonial participant while still presenting them in positions of authority and a trusted resource.