The challenge

We figured, after two years of the COVID-19 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.