Up-To-Date COVID Vaccinations – CDPHE

THE CHALLENGE:

Amid the evolving COVID-19 vaccine landscape, the CDC reframed ‘booster’ doses as staying ‘up to date’ with vaccines. To address this, a campaign was launched to encourage the uptake of additional doses, ensuring individuals remained ‘up to date’ on their immunity.

THE SOLUTION:

Switching from the term ‘booster’ to ‘up-to-date’ required educating Coloradans on a new and already, for some, confusing process. This transition came at a time when public trust in health information was eroded by widespread mis- and disinformation. As a result, the ensuing creative concept needed to bring the concept ‘down-to-earth’ with a campaign that would effectively communicate the importance of staying up to date.

By drawing a parallel between updating everyday gadgets and vaccines, the selected concept effectively connected how updates are common and required in our daily lives: vaccines, like cellphones and computers, won’t work as well without an update. This approach used relatable technology updates to illustrate the importance of staying current with vaccinations, making the messaging both clear and relatable.