CENTERS FOR DISEASE CONTROL AND PREVENTION
Missed micro-moments motivate Millennials and Gen Z to get vaccinated.

After more than a year of health and safety restrictions, the COVID-19 vaccine roll-out presented a light at the end of the tunnel for those eager to get back to normal life as we once knew it. However, despite their effectiveness and availability, the national vaccination rate lagged behind the CDC’s target goal. As soon as the vaccines were approved for young people, we worked quickly but strategically to develop a campaign that would convince Millennials and Gen Zers to roll up their sleeves and get vaccinated.

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Motivating this particular audience required a fresh approach and content relevant to their experience. To avoid cliches and cut through the noise, we focused on “the little things” surrounding the activities young people missed the most and presented vaccination as the quickest way to “get back to the good times.” Instead of pointing out the obvious, our “micro-moments” drew attention to the things young people didn’t even realize they may have missed like waiting in lines, in-flight snacks, and awkward encounters with strangers.

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When combined with fun, trendy illustrations and an impossible-to-ignore color palette, our unexpected approach grabbed the audience’s attention and made them excited for a vaccinated future.

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