I Vax

The Challenge: As the updated COVID-19 and flu vaccines became available for the 2023-2024 season, a timely campaign needed to be implemented throughout New York City. These updated vaccines, designed to protect against newer variants and strengthen people’s protection against the viruses, are recommended for everyone ages 6 months and older, including those who are 65 or older, pregnant, or have underlying health conditions. 

Our Impact: In one of our fastest speed-to-market campaigns to date, we developed this citywide campaign in record time promoting the updated 2023-2024 COVID-19 and flu vaccines through the eyes of various people and the reasons why “[they] vax.” This multimedia campaign included TV, radio, digital and print in English, Spanish and Chinese languages.