reducing disparities in COVID-19 vaccination rates
Oregon Health Authority
COVID-19 Vaccination Campaign
I was brought in as the Associate Creative Director for this statewide project.
The statistics were clear. Black, Latinx and Native American people were getting vaccinated against COVID-19 at alarmingly low rates. Our solution was to work closely with local BIPOC-led community organizations, families, and individuals to tell their stories throughout the creative. It centered who this campaign was truly meant to serve. We made sure to minimize shame in our messaging, and honor people’s ongoing desire to connect with trusted information about the vaccines and boosters, especially when it involved their children.
Scope
• Creative Strategy
• Visual Identity
• Visual Guidelines/System
• Website Design
• Photoshoot
• Social Media Collateral
• Digital Ads
• Printed Collateral
• OOH Campaign
• Street Team collateral
Challenges
The news of Covid was changing every day. The combination of new variants, mistrust of the vaccine, ongoing EUA expansion to younger age groups, and racial trauma surrounding medical experimentation provided ongoing challenges during these rapidly shifting times.
We also had to be careful not to overdesign this campaign, as focus groups showed that they didn’t always trust highly-designed messages from the government, and felt they were being manipulated.
GOALS
Reduce the racial disparities in COVID-19 vaccination rates and access.
Create clear, trusted pathways for Black, Latinx and Native American communities to get vaccinated through accessible, trauma-informed campaigns.
Build back trust in government-sponsored messaging.
[above: downtown Portland, OR across from Powell’s Books]
Statewide OOH coverage
For maximum campaign coverage, our media buy included hundreds of billboard placements across the state of Oregon.
Kiosk placements at Oregon’s Clackamas Towne Center. We utilized QR codes on layouts so people could easily access online information about COVID -19 and the vaccines.
Gathering again
Tired of staying at home and eager to have fun again, people started venturing out to do the things they love again. We placed media buys at the MODA Center for fan visibility during NBA season.
Go Blazers!
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Digital Campaigns
Illustrations
Holiday Guidance
With lots of travel expected in the coming weeks and Covid cases steadily rising, we developed CDC-based guidance around how best to gather with friends and family.
