Challenge

Put shingles vaccination into the consideration set of US Hispanics 50+ who don’t know much about the disease, ignore they are at risk, and experience vaccine fatigue after the COVID pandemic. Black and Hispanic adults 50+ are less likely to be protected against shingles. How can we drive meaningful connections, educate, and drive better health actions and conversations with HCPs about shingles?

Idea

COMMUNITY ENGAGEMENT 360° – creating meaningful connections with black and Hispanic Americans in their communities by creating a groundswell of interest, one community at a time.

Not a campaign, but a movement. Activated through a coordinated and high-touch effort that integrates community organizations, local and national leaders, media, and trusted/HCP voices with an integrated approach to education, engagement, and action! Many voices aligned to deliver ONE message as a unified impact network of partners. In culture. In context. In language.

We used our proprietary tech and A.I. to discover their drivers and barriers to shingles vaccination informed by over 600K digital voices.

• Distrust and confusion

• Circles and voices of influence matter

Impact

• First-ever integrated, all-inclusive campaign developed by an inter-agency team.

• Hispanic disease risk perception increased, outpacing other segments.

• Historical increase in search and web traffic driving action in Website and HCP outreach.