Froedtert & The Medical College of Wisconsin
COVID-19 Awareness Campaign
Shining a compelling light on COVID-19 vaccines.
Froedtert hospitals sought to overcome widespread COVID-19 vaccine hesitancy among Milwaukee’s Black and Latino residents. CMRignite combined our deep knowledge of COVID vaccines with Milwaukee-specific audience insights from our research team to understand beliefs, fears, and motivations.
We developed a multi-channel campaign designed to replace doubt with trust. Multilingual television, print, radio, out-of-home, and digital display ads conveyed clear, relatable messages about vaccine safety and efficacy.
The campaign delivered over 1 million impressions and measurably increased positive perceptions of COVID-19 vaccines among these audiences. Its success was recognized with industry awards for creativity and impact.
