NY PRESBYTERIAN X DALIO CENTER
COVID-19 VACCINE CAMPAIGN
"ONE DECISION FOR US"
OLV, Social Media (Instagram & Tik Tok), OOH, Website

In April 2021, as the COVID-19 vaccine roll-out was in full swing across the US, stark data emerged that the vaccination rates amongst the Black American and Latino communities across the country were much lower than the national average and compared to white communities. 

We tapped spoken word artist Justice Davis to transform vaccine hesitancy into empowerment. As a person from the community, Davis had first hand knowledge and understanding about vaccine hesitation. Her powerful piece reflects on the hardships Black and Latino communities faced in the pandemic and encourages vaccinations as a way to strengthen the community and culture.

“One Decision for Us” is a campaign we created in partnership with the William Julius Wilson Center at Harlem’s Children Zone, along with support from New York Presbyterian’s Dalio Center for Health Justice aiming to empower these individuals with the information and understanding to make the decision to get the vaccine for the greater good of the community.

We also created shorter versions of the long form video that lived as pre-roll ads, all across social platforms.

We also created custom organic and paid social content for platforms like Instagram and TikTok, partner websites and on our campaign website with the aim of extensively reaching this community through every avenue possible for maximum impact. This content included vaccine facts, debunking myths and the science behind the vaccine in a relatable, appealing way while staying informative.

SOCIAL CONTENT

WEBSITE

PRESS
The campaign was well received by press and social media, and was featured on Campaign Live as their Ad of the Week through a live poll on their IG Stories, and also featured on Best Ads of TV.