Bronze award for Social Media Campaign of the Year
Riverside University Health System - Public Health
Provider/Insurer
Campaign: Fading Immunity
Agency/Firm: Maricich Health
Client: Riverside University Health System - Public Health
Riverside University Health launched a campaign in April 2022 to remind the more than 2.4 million residents of Riverside County in California that initial immunity to COVID-19 eventually fades away, so they needed to receive a booster shot to stay safe. The campaign videos targeted people who had been vaccinated, but who had yet to receive a booster.
Healthcare Marketing Impact Awards
Meet the 2023 winners.“Fading Immunity,” created by Maricich Health, captured bronze among providers and insurers for Social Media Campaign of the Year.
As the public was getting fatigued with COVID-related messaging, the campaign’s creators sought to avoid a generic approach that may not have felt authentic to audiences with lower rates of vaccination. The videos, which ran on TV and social media platforms including Facebook, Instagram and Snapchat, used dynamic text and close-up clips of actors representing diverse segments of the community to reinforce the message that people needed to get a booster shot.
Over the course of the three-month campaign, Riverside’s booster vaccination rates increased a reported 5.1%, which equated to about 18,500 people getting boosted. Overall vaccination rates also increased. The campaign delivered more than 3 million video views and a 20% increase in website engagement, according to Maricich.