Colorado Department of Public Health and Environment

Our research with real Coloradans identified the moveable middle as the key audience: people who were not opposed to vaccines but needed the right push to make the decision and get vaccinated. Many intended to get vaccinated against flu, COVID 19, and RSV, but the busyness of life pushed it to the bottom of the to do list. Our challenge was motivating action without sounding preachy or one size fits all.

THE SOLUTION

We recognized that while the importance of respiratory health is universal, regardless of age, background, or where you live in the state, the way that message is delivered must shift to stay relevant across a diverse population.
So, we built a bilingual creative ecosystem grounded in Awareness and Education.

Awareness:

To break through procrastination, we reframed vaccination around what people could lose when they put it off. We brought that idea to life in two ways. A video campaign showed how quickly illness can derail real plans and meaningful moments. In parallel, our interactive “Choose Your Future” experiences invited users to picture their own milestones, from holidays and weddings to travel and family moments, and see what is at stake when protection gets delayed.

Education:

To educate effectively, we knew the message had to be packaged in different ways for different audiences. The facts stayed the same, but the shape of the message had to change to capture attention, lower resistance, and make people more open to learning.

So we built a multiformat creative strategy tailored to how each generation engages with content.

For Gen X and Boomers – We developed a series of longer, interview style videos, What Your Doctor Wants You to Know, featuring real Colorado doctors and delivering trusted, in depth information.

For Millennials – We reworked that doctor content into two complementary formats to balance credibility and engagement. Doug, “the unluckiest man in the world,” used humor and a string of unfortunate moments to make the risks of delaying vaccination feel real and relatable. We paired those animated stories with physician insight, blending entertainment and expertise to communicate the seriousness of these illnesses in a clear, approachable way.

For Gen Z – We created short, scroll stopping videos with bold visuals and concise messaging designed for quick impact.