Froedtert & The Medical College of Wisconsin

COVID-19 Campaign 

Medical college of Wisconsin


In response to widespread hesitancy around new COVID-19 vaccines among Black and Latino audiences in Milwaukee, WI, Froedtert & the Medical College of Wisconsin (F&MCW) contracted with CMRignite to develop and implement an integrated paid media campaign to remove doubts about the safety and efficacy of COVID-19 vaccines among these populations.

Services Provided

Strategic Planning , Creative Development, Media Planning & Buying , Creative Development 


The campaign creative received over eight (8) awards

Our Solution

CMRignite began the project by leveraging the agency’s wealth of knowledge about COVID-19 vaccines. Specifically, our Research Team pinpointed common beliefs, values, fears, and motivators among these populations and filtered that through Milwaukee-specific insights to produce a strategic framework for the campaign. This framework was provided to partner F&MCW agencies to collaboratively develop a paid media strategy and plan. Next, our Creative Team developed a multi-lingual (English and Spanish), multi-channel campaign, consisting of ads for television, print, radio, out of home and digital display. The campaign creative received over eight (8) awards.