The challenge

We figured, after two years of the pandemic, no one was going to pay attention to yet more vaccine communications. So when it came time to promote the seasonal flu vaccine in fall 2022, we took a different approach, positioning flu vaccination as just another thing you do when the seasons change. The campaign took on a layered, textural Pinterest feel, reflecting the look and feel of the season — one campaign for fall and one for winter, targeting late vaccine adopters. A tight budget and a focus on inclusion meant pulling in employees, clients, friends, and family for the shoot so we could allocate more money to the media buy.