As the national voice of more than 220 children’s hospitals, Children’s Hospital Association is a champion for children’s health, bringing together the clinical and administrative leaders of pediatric hospitals to create meaningful change in children’s healthcare through innovation, collaboration, improvement, opportunities, and advocacy.
Children’s Hospital Association needed to develop a creative campaign and media strategy that helps instill confidence in the pediatric COVID-19 vaccine, reduce vaccine hesitancy, and ultimately improve historically vaccination rates within select communities where less than 40% of children were vaccinated.
COVID-19 vaccine hesitancy among parents was driven by concerns about efficacy and safety, as well as lack of trust in the government and media. At the same time, parents still held a high degree of trust toward their child’s pediatrician.
We approached the campaign leveraging an underlying cultural philosophy that humanity is based on the plural—and our ability to work together against a common threat. All roads of the campaign led our audience to a conversation with someone they trust: their child’s pediatrician.
We brought the campaign to life with help of a real family who has a powerful story about life with conditions that leave people immunocompromised—with an appeal to help protect those who can’t protect themselves.
Our activation strategy focused on education and awareness utilizing Programmatic Video, Programmatic Display & Social Media to reach our key target audiences – vaccine-hesitant parents in communities with low vaccination rates. To help broaden the dissemination of this campaign, we also developed two social media toolkits for Children’s Hospital Association member organizations to utilize in their efforts to improve vaccination rates within their own communities.
Across digital activations, the campaign saw strong performance and outpaced industry benchmarks.