African Americans were most affected by COVID-19. Ironically, resistance to the vaccine was the strongest in the African American Community.
We created a theme “All in” which served as a rallying cry to the black community. Instead of preaching or shaming blacks into signing up, we painted a hopeful picture of what could be gained from signing up for the vaccine.
The campaign reminded the target audience that the vaccine is the key to getting back the life they love, but to get that life back depended on increasing vaccinations among African Americans.
Executions featured simple, yet priceless moments in life that could be lost to COVID, if the virus was allowed to spread.