Vaccine - This is My Shot Integrated Marketing Campaign

When the COVID-19 vaccines became available there was a new sense of hope for what lies ahead. We had the opportunity to develop a vaccine campaign that connected with the community, instills a sense of hope, and positioned Atrium Health as the leader in fighting the vaccine pandemic. We positioned Atrium Health as a trusted resource and helped to reduce vaccine hesitancy. The campaign imagery highlights real patients in our community. We set up activations at our mass vaccination events where consumers could share their reasons for getting the vaccine. We utilized #thisismyshot in both our social media and paid advertising.
After a year of social distancing, mask-wearing and canceling plans, it was finally our chance to start getting back to our old lives. This anthem is a personal rallying cry for anyone with a reason to fight against COVID-19 and who now has the ultimate weapon to do so. This is my shot...to see concerts again. This is my shot to see my grandparents in person. This is my shot to get back to normal.
This was an overall marketing/brand campaign that utilized earned, owned and paid channels. For paid advertising, we had OOH, OLV, Print and Paid Social.