‘Boost Up Cook County’ marketing campaign
Client
Cook County Department of Public Health (CCDPH)
Role
Creative Director
Scope
Multimedia campaign encouraging Cook County, IL residents with low vaccination rates to stay protected through COVID-19 boosters and flu shots.
The challenge
Due to the risks of a potential new COVID-19 variant and an anticipated winter surge, CCDPH launched a campaign to raise awareness about boosters and flu shots.
The goal was to help protect people in underserved Cook County communities by maximizing their protection against viruses.
Ideating advertising concepts
My team hosted interviews and focus groups with community-based organizations (i.e., health educators) in high-risk communities to better understand how people perceive vaccines, which informed our messaging and visuals.
Synthesizing insights into community pain points, motivators, and needs, we drew:
3 initial campaign concepts, which were tested using an “I like, I wish, What if” feedback activity:
Launching in our community
Inspired by concept 1, Looking out for those we love, we landed on a final concept (Give [your loved ones/yourself] a boost) including a tagline and warm, diverse imagery that resonated well with Cook County, IL residents.
Why did this concept gain buy-in?
Empathetic, friendly, and emotive call-to-action with “boost” double entendre
Associates COVID-19 boosters with “boosting” the lives of those you love
Appeals to reluctant vaxxers and advocates
Evergreen in its ability to be employed at any stage of the pandemic
Mad-lib style – [yourself / your loved ones] and supplemental text is versatile
We created out-of-home assets (in English and Spanish) located in or within proximity of target communities, social media graphics, and a webpage with educational resources.
15 billboards
20 bus shelters (+20 buses)
214+ local businesses distributed flyers
53M+ impressions across 6 months
10 priority communities received saturation based on COVID-19 vaccination levels
Press coverage
Raised awareness about COVID-19 boosters and flu shots, generating 53M+ impressions in 10 priority communities across 6 months.
Impact and feedback
“Appreciated [team] taking our feedback and every time making adjustments based on that. Appreciated also making sure we got good feedback from our community engagement team and CBOs (community-based organizations). We all got to an agreement on a campaign that we were all very happy and excited about! Could not have done that without [team] being so responsive to feedback.”
COVID-19 Lead & Pediatrician, Cook County Department of Public Health