How do you address low vaccination rates and lack of public trust?
At the height of COVID, Montana had one of the lowest vaccination rates in the country. Rural “fence-sitters” didn’t trust public health officials and had tuned out state and national campaigns. We were tasked with creating campaign to raise the vaccination numbers without raising the ire of the residents.
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What We Did
Research showed their hesitancy came from fear and uncertainty, and that privacy mattered: they didn’t want neighbors to know their choices. Our campaign, “It’s Your Move, Montana” made an offer, not a directive. The creative showed anonymous Montanans from behind, avoided fear-based messaging, and invited people to do their own research. A “text a local” option let residents privately ask a nurse their questions. On a limited budget, we optimized channels and messages every week.
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The Results
The campaign reversed the decline.
We used federal data to track the number of people initiating vaccination during this campaign period. Based on this data, S360 managed to successfully reverse a decline in vaccinations based on the previous quarters data, increasing vaccinations by 34% over a month. The most considerable single-week increase in vaccinations was the first week that our integrated media efforts were live – nearly five-times increase from the previous week’s numbers.
TV Ad
Landing Page
Townhalls
Testing Lines
Social Media Content
Billboards
TV Ad
Landing Page
Townhalls
Testing Lines
Social Media Content
Billboards
