FLORIDA DEPARTMENT OF HEALTH
The Power to Protect is about empowering knowledge, prioritizing vaccination, and passing that protection on to our community and loved ones.
Visually, the campaign evokes strong emotions to communicate the gravity of the message, convey a sense of urgency, and encourage action. Strengthened from within, mosaic portraits depict children of all ages in powerful, confident poses as vaccines work behind the scenes to protect them from preventable diseases.
The Power to Protect campaign aims to curtail feelings of fear and uncertainty by empowering parents and guardians with science-based information about vaccines. These #VaxFacts facilitate honest discussions between parents and healthcare providers, leading to more informed decisions concerning immunization.
Moving the needle.
The campaign’s goal of increasing the percentage of fully vaccinated 2-year-olds, adolescents, and pregnant women required a robust, multi-channel bilingual media strategy. Our media mix focused heavily on TV and video ads with a significant emphasis on digital display, radio and digital audio complemented by social, search, print and YouTube advertising. Powered primarily by video placements, the benchmark-breaking results speak for themselves!
Influence is power.
Social media influencers further boosted the campaign’s impact. By relating their personal experiences through 93 pieces of original content including blog posts and social media posts, they helped to empower their followers with the information to make informed decisions concerning vaccines.