Flu Vaccine Campaign 

Overview

DHS has contracted with CMRignite since 2020 to develop annual influenza vaccine campaigns to encourage people in underserved communities—Black, Indigenous, and People of Color (BIPOC) and people whose first language is not English—to visit the DHS website, where they can obtain information about influenza vaccines. The goal of the campaigns is to increase immunization for all and identify and eliminate racial, ethnic, and other disparities in vaccination, with a new campaign for each annual flu season.

Services Provided

Strategic Planning, Media Planning & Buying, Creative Development, Digital & Social Media, Public & Media Relations, Campaign Evaluation, Web Design

Our Solution

CMRignite knew that this campaign must focus on earning the audience’s trust; therefore, we used trusted messengers such as respected local doctors to help carry the message to hesitant audiences. The campaign included a website landing page, a multifaceted media campaign, social media, as well as public and media relations. The headline of the campaign—Be an InFLUencer—encouraged the audience to get the vaccine and influence those around them to get it as well. The campaign performed well above the industry standard benchmarks, concluding with a click-through rate of 0.13% (industry standard 0.07%), view-through rate of 77.13% (industry standard 15%), and an Instagram click-through rate of 0.45% on ads, which is more than twice the industry average of 0.22%.