THE CHALLENGE:
In the summer of 2022, the Center for Disease Control (CDC) approved COVID-19 vaccinations for children aged six months to five years old. This prompted the need for a new campaign in Colorado to motivate parents to protect their little ones, and The Idea Marketing stepped up to support the state.
THE SOLUTION:
After working on multiple COVID-19 vaccination campaigns, The Idea Marketing conducted additional formative research to explore parental attitudes toward the pediatric COVID-19 vaccine for young children. Our research revealed over 60% of parents were unsure, opposed, or preferred to wait before vaccinating their children against COVID-19. Their hesitancy stemmed from individual influences, media context, and a lack of factual information on the approved vaccines.
These research findings showed that education and social norming would be important for inspiring positive behavioral changes among parents. As a result, The Idea Marketing developed a creative concept to establish an emotional connection with parents and spell out factual information about the vaccine: “ABCs of the COVID-19 Vaccine.”
EDUCATING PARENTS WHERE THEY LIVE, WORK, AND GO
To account for the constantly changing vaccination data and make the creative evergreen, The Idea Marketing animated four additional screens showing an increasing number of children getting vaccinated. This approach allowed the team to easily update the creative in a highly affordable manner, as it only required swapping out one animated screen or frame within the video. This way, the creative would consistently have the most up-to-date information on vaccines for young children.
The paid media component of the campaign included extensive digital and social media advertising, along with non-traditional placements in retail locations such as hair and nail salons, laundromats, and pediatricians’ and family doctors’ waiting rooms, among others.
A variety of outreach strategies worked together to boost awareness and motivate parents to take action. The Community Navigator team engaged in thousands of one-on-one conversations with parents and caregivers at family conferences, resource fairs, food pantries, and even playgrounds. By partnering with over 80 Community-Based Organizations, campaign materials were distributed throughout key priority communities. Additionally, over 20 virtual informational sessions with pediatricians were organized and promoted, providing concerned parents with a public forum to ask questions and get answers.
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