Gold Award for Integrated Campaign
Campaign: Mass Vaccination
Client: Atrium Health
Confronted with a surge of COVID-19 cases, Atrium Health sought to vaccinate as many vulnerable people as possible. Its campaign blended vaccination event footage, blog and social media updates, and an #IGotTheShot! selfie background, with the creation of a “Community Immunity for All” collaborative. More than 20,000 people got vaccinated at Bank of America Stadium, while more than 16,000 took at lap around Charlotte Motor Speedway before getting the COVID-19 vaccine. Shared playbooks could help orchestrate health promotion events like mass vaccinations.