Challenge
Vaccines have been so successful at preventing serious diseases like polio and measles that many Americans may forget what a game-changer immunization has been. This breeds complacency or even skepticism (fueled by misinformation about the potential risks of vaccines, as opposed to the risks of the diseases they prevent). Social media algorithms and polarizing media headlines may create an exaggerated perception of skepticism, undermining broad confidence.
Approach
For several consecutive years, SE2 worked with the Colorado Department of Public Health & Environment to promote vaccines broadly across Colorado. We managed research-based and community-informed campaigns to encourage vaccination. We focused on both mass media and outreach/engagement using our SE2 PowerMap® framework. This approach included:
- Culturally Responsive Messaging: Tailoring communication to resonate with diverse populations and frankly addressing concerns rooted in racist health care legacies.
- Trusted Messengers: Co-creating messages and strategies with community leaders, local organizations, and health care professionals who provide credible information built on trust.
- Science-Based Information: Helping everyone navigate vaccine decisions for themselves and loved ones through clear, transparent messaging.
- Sustained Engagement: Supporting annual respiratory season and routine childhood vaccine awareness year after year to build on progress and prevent erosion of trust, even when facing headwinds.
- Positive Community Norms: Demonstrating that routine childhood vaccines are embraced by a large majority of families, giving others confidence that they’re in good company when they vaccinate.
SE2’s engagement on this issue included promotion of the first COVID-19 vaccines, a campaign that was launched as quickly as the vaccines become available. It featured health care providers of color addressing their motivations for getting vaccinated.
SE2 has also worked with health, community, and philanthropic organizations to fill the gaps in vaccine promotion caused by drastic cuts in federal funding and confusing messages from federal health leaders.
Impact
Our most recent vaccination campaigns garnered over 100 million ad impressions, drove over 300,000 visitors to campaign websites, and surpassed industry benchmarks across all platforms.
These efforts contributed one remarkable achievement: The state achieved the nation’s highest RSV vaccination rate among those 60 and older. Following the direct mailer to 72,026 families, 9,868 (or 13.7%) kindergarten-aged children had become up to date on their MMR vaccine.
In just five weeks the “Missing” campaign:
- Generated over 4.9 million impressions and 149,000 clicks
- Drove nearly 2,000 people to act—visiting pages with theft prevention tips or victim resources
- TikTok extended reach to younger audiences, with over 1.3 million views of campaign videos and over 90% view-through rate
The emotional storytelling, combined with clear prevention steps, helped Coloradans connect the dots between how they feel about their cars—and how they act to protect them.
