Measles Vaccination Campaign

As measles cases in Colorado surpassed 2025’s already record-setting pace, declining vaccination rates and widespread misinformation made it clear that one message would not be enough. Reaching parents of young children effectively required more than a single message delivered in one format.

The result was an integrated campaign built around parents’ different needs and media habits. Some needed awareness and a reminder that their child was due for the measles vaccine. Others, particularly those who felt uncertain or hesitant, needed credible information, reassurance, and education before they were ready to act. Each message and creative execution was developed with a specific audience need and media environment in mind.

An actor-led, emotionally driven video reached parents who primarily needed awareness. Real Colorado doctors provided credibility for those seeking more information. Their content was also adapted into easy-to-digest, graphic-led videos and a fresh, approachable concept featuring Doug and his family, “the unluckiest family in the world.” Short, scroll-stopping videos delivered one fact at a time in social-first formats.

This strategy paid off in the form of millions of impressions and Coloradans one click closer to getting the information they need to vaccinate their children against measles.