FLORIDA DEPARTMENT OF HEALTH
Bilingual campaign aims to give parents and providers the power to protect
Despite effectively preventing outbreaks and nearly eradicating a long list of dangerous diseases, misinformation about the safety of vaccines has proliferated via social media, causing an alarming drop in vaccination rates. Meanwhile, outbreaks in other parts of the country demonstrated the urgent need to address what is fast becoming a public health crisis. Florida Department of Health contracted Brunet-García to develop a bilingual public information campaign, targeting parents and health care professionals alike, to help turn the tide and raise the vaccination rate in Florida.
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The Power to Protect is about empowering knowledge, prioritizing vaccination, and passing that protection on to our community and loved ones.

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Bringing health into focus.

The portraits are broken into mosaic tiles, representing what makes people unique, and some of the tiles are replaced with magnified images of vaccine-preventable diseases, revealing how vaccines work beneath the surface. The campaign, launched in both English and Spanish, empowers parents and guardians to arm themselves with the knowledge they need to make the best choice for their children to protect them from harm throughout their entire lives.

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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.

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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!

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