We partnered with the U.S. Department of Health and Human Services to support the Risk Less. Do More. public education campaign.
Case Study
US Dept. HHS
Campaign
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:
- Adults ages 65+
- Long-term care facility residents
- Health navigators who guide others in their care decisions
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
Our approach included:
- 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.
Our deliverables included:
- Creative and design development
- Digital marketing support
- Social media and public relations guidance
Results
15.3%
Average increase in immunization intention among target audiences.
18%
Increase in RSV immunization rates.
0.24%
Digital CTR (0.08 above campaign goal).
0.86%
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.
Services Provided
Creative
