According to a report by the Center for Infectious Disease Research and Policy, Coronavirus herd immunity will require 70 - 80% of people to be vaccinated. But for many people, it’s not as easy as simply saying “get a vaccine.” There are fears, politics and misinformation to navigate. Who do people trust: the government? A celebrity? A friend or neighbour? There are messages coming from all of them. Chris Buhrman is an executive creative director at Hanson Dodge, a full-service, deeply digital advertising agency in Milwaukee with deep experience in healthcare marketing, working with clients such as Children’s Hospital and Medical College of Wisconsin and, more recently, Healthy MKE. Chris dug in and examined a number of vaccine campaigns in the U.S. to find a few he thought might be more effective, depending on the audience. Have a look...
Google - 'Get Back to What You Love' - Vaccine PSA
Using your brand’s product as the vehicle to tell a compelling story is something most brands aspire to do, but few have a natural storytelling platform like Google. This particular ad, though simple in its execution, manages to convey the hope and freedom the vaccine will give us, and then does something very smart: it ends by making getting the vaccine seem both simple and a personal choice; all you have to do is 'Google it' and get back to what you love.
Veterans Coalition - Vaccination Posters
Agency: Venables Bell & Partners
Production: Lumberyard Productions
These ads are a nice combination of old and new, paying homage to classic war-time rally posters - which makes perfect sense given who they are from - combined with a new and very relevant message for underserved and minority communities. Simple, to the point and fun. It was nice to see something that didn’t rely on pre-pandemic nostalgia, too. Nicely done, Venables Bell & Partners.
Kaiser Family Foundation - 'Between Us About Us' / 'Hello Black America!'
Production: Jacob Kornbluth Productions
To take a politically-charged subject like Coronavirus, a subject that’s hit the Black community at a disproportionate rate - a community with historical reasons to be leery of science - and have a real conversation about the vaccine that’s honest, informative, authentic, non-judgemental, motivating and fun to watch? That’s impressive. Kudos to the Kaiser Family Foundation (KFF) and Jacob Kornbluth Productions. And to all the Black doctors, nurses and researchers who helped dispel many misgivings.
Budweiser x Ad Council - 'Good Times Are Coming'
Agency: DAVID Miami
If you didn’t already miss hanging out with friends, this spot from Budweiser and the Ad Council created for national beer day might just push you over the top. On paper, big smiles, 'in the moment' photography and Jimmy Durante singing 'I’ll be Seeing You' doesn’t seem all that impressive, but when you put it all together, it works. You got us, DAVID Miami. We can’t wait to get back to good times together with our beverage of choice, maybe even a Budweiser...
Healthy MKE - 'Authentic Voices'
Agency: Hanson Dodge
This hyper-local campaign from Hanson Dodge literally brings the vaccine message home, adding friends and neighbours to the list of voices encouraging those on the fence to get vaccinated. Most vaccine campaigns to date have been national, but the real behaviour change happens at the local level. This campaign enlists people throughout the city of Milwaukee who are recognised and respected in their neighbourhoods, telling personal stories of resilience and why they made the choice to overcome their hesitancy and get vaccinated.