TN Department of Health
ART DIRECTIONA statewide healthcare awareness campaign promoting vaccination for Tennessee families.
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With the rise of anti-vaxxer movements and the resurgence of once-controlled diseases, the State of Tennessee initiated a campaign to combat misinformation and fear and boost immunization rates among Volunteer State families. Our team was entrusted with crafting a campaign concept that would resonate with diverse demographics and motivate them to take action.
Our strategy involved giving viruses personified attributes and conveying their risks and consequences, as well as prevention measures, through witty monologues. This concept was implemented through a comprehensive multi-platform campaign spanning broadcast, digital, social media, and out-of-home advertising. The campaign received the "Advocacy Campaign of the Year/Radio" award at the 2019 Healthcare Marketing Impact Awards, presented by Modern Healthcare and Ad Age.
In my role, I collaborated with the Creative Director to develop the strategy, concept, and script. I established the campaign's visual identity and character development.
CREATIVE DIRECTOR
Keith GoldbergART DIRECTION & DESIGN
Cristina Jucan
Nate Hinners
Jon FurmanANIMATION
Magnetic DreamsACCOUNT
Amy SorkinPRODUCTION
Amy Sharp
Since its launch, the campaign has evolved and broadened its scope to raise awareness about additional viruses and encourage people to get vaccinated.