Esperanza Booster Shot Awareness Campaign
Objective:
The primary objective of this campaign is to raise awareness among both adults and children about the continued susceptibility to COVID-19, even after vaccination, and to promote the importance of receiving booster shots. By utilizing imagery depicting everyday scenarios of public gatherings seamlessly infiltrated by an illustration of COVID-19, the campaign aims to underscore the ongoing threat of the virus. The use of English and Spanish in display ads ensures effective communication with Esperanza Health Centers' diverse patient population.
Target Audience:
Adults and children aged 12 and above who have received their initial COVID-19 vaccination.
Spanish-speaking patients within the communities served by Esperanza Health Centers.
Individuals who may underestimate the risk of COVID-19 due to vaccination.
Key Message:
Vaccinated individuals, including adults and children, remain susceptible to COVID-19 and should receive booster shots for continued protection.
Creative Concept:
The campaign employed imagery portraying everyday scenarios of public gatherings, with COVID-19 seamlessly integrated into the center of each image. This approach visually reinforces the message that the virus remains a threat despite vaccination. The design colorways aligned with Esperanza Health Centers' brand guidelines to ensure consistency and recognition across all materials.
Deliverables:
Print Ads: Magazine ads, posters, and flyers distributed in community centers, schools, and healthcare facilities.
Digital Ads: Social media graphics, website banners, and email newsletters targeting adults and parents/guardians of children.
Outdoor Ads: Billboards, bus shelter advertisements, and posters placed in high-traffic areas within Esperanza Health Centers' service areas.
Tone and Messaging:
Informative: Educate the audience about the need for booster shots in preventing COVID-19 transmission.
Inclusive: Address both adults and children, emphasizing the importance of vaccination across all age groups.
Urgent: Convey a sense of urgency regarding the need for booster shots, particularly during peak times of high cold and flu rates.
Call-to-Action:
Encourage individuals to schedule booster shot appointments for themselves and their children at Esperanza Health Centers or other authorized vaccination sites. Provide clear instructions in both English and Spanish on how to book appointments and where to find additional information.
Success Metrics:
Increase in booster shot appointments for both adults and children at Esperanza Health Centers.
Engagement metrics for digital ads (click-through rates, conversions) among English and Spanish-speaking audiences.
Feedback from the target audience regarding campaign awareness and effectiveness through surveys or focus groups.
Timeline:
Campaign Launch: January 1, 2023
Duration: 12 weeks
Additional Notes:
The campaign launch date coincides with peak times of high cold and flu rates to maximize relevance and urgency among the target audience. Continuous monitoring and analysis of campaign performance will inform adjustments and optimizations throughout the duration of the campaign to ensure effectiveness in driving booster shot appointments among both adults and children.
CTA Bus Display ads
Role: graphic designer, multimedia specialist, copywriting @ Esperanza Health Centers, astro115 Digital & Print
