U.S. Department of Health and Human Services

Analytics + Branding + Creative + Digital Marketing + Social Media + Strategy

Key Takeaways

Reached rural audiences nationwide with clear, empowering health messages
Strengthened community partnerships to broaden campaign impact
Increased immunization intention among target audiences by 15.3%
Achieved an 18% increase in RSV immunization rates
Exceeded performance goals with a 0.24% digital CTR and 0.86% social CTR

The Challenge

The campaign needed to reach audiences who face greater risks from seasonal respiratory viruses, including:

Additional efforts focused on younger adults in Black, Latino and rural communities, where access to care is limited and underlying health concerns are more common. Our specific role was to reach rural Americans—communities that are often overlooked and harder to engage—by communicating with them in ways that felt honest, respectful and motivating

Strategy & Approach

Developing clear, people-centered messaging
Creating tailored advertising for rural communities
Planning and buying traditional paid media
Advising on digital, social and earned media outreach
Producing custom video and digital ads, including the “Cars” spot that HHS later selected to air nationally

Execution

Throughout the campaign, we delivered creative concepts, media plans and ongoing guidance across multiple channels. We monitored performance regularly and refined tactics to ensure messages reached the right people at the right time.

We Delivered:

Results

0 .3%

Average increase in immunization intention among target audiences.

0 %

Increase in RSV immunization rates.

0. 0 %

Digital CTR (0.08 above campaign goal).

0. 0 %

Social CTR (highest of all target audiences).

Summary

By combining clear messaging, thoughtful media planning and strong community partnerships, we helped rural audiences take meaningful steps to protect their health. The campaign’s results show the power of meeting people where they are, listening to what matters to them and communicating in ways that feel honest, supportive and true.