Contact

U.S. Department of Health and Human Services

Analytics + Branding + Creative + Digital Marketing + Social Media + Strategy
US Dept. of Health and Human Services

Key Takeaways

  • Reached rural audiences nationwide with clear, empowering health messages
  • Strengthened community partnerships to broaden campaign impact
  • Increased immunization intention among target audiences by 15.3%
  • Achieved an 18% increase in RSV immunization rates
  • Exceeded performance goals with a 0.24% digital CTR and 0.86% social CTR

Overview

We supported the U.S. Department of Health and Human Services to support the Risk Less. Do More. public education campaign. The goal was simple and important: help reduce hospitalizations and deaths caused by influenza, RSV and COVID-19 by encouraging people at higher risk to stay current with recommended immunizations. 

Challenge

The campaign needed to reach audiences who face greater risks from seasonal respiratory viruses, including:

  • Adults ages 65+
  • Long-term care facility residents
  • Health navigators who guide others in their care decisions

Additional efforts focused on younger adults in Black, Latino and rural communities, where access to care is limited and underlying health concerns are more common. Our specific role was to reach rural Americans—communities that are often overlooked and harder to engage—by communicating with them in ways that felt honest, respectful and motivating

Strategy & Approach

We built a strategy grounded in our deep understanding of rural audiences. Our goal was to empower people to take charge of their health by talking with their providers about preventing severe PRV illness. 

 

Our approach included: 

  • Developing clear, people-centered messaging
  • Creating tailored advertising for rural communities
  • Planning and buying traditional paid media
  • Advising on digital, social and earned media outreach
  • Producing custom video and digital ads, including the “Cars” spot that HHS later selected to air nationally

We also worked closely with rural health associations, business groups and community organizations to strengthen local engagement and encourage preventive action. 

Execution

Throughout the campaign, we delivered creative concepts, media plans and ongoing guidance across multiple channels. We monitored performance regularly and refined tactics to ensure messages reached the right people at the right time.

 

We Delivered:

  • Creative and design development
  • Digital marketing support
  • Social media and public relations guidance

Results

0 .3%

Average increase in immunization intention among target audiences.

0 %

Increase in RSV immunization rates.

0. 0 %

Digital CTR (0.08 above campaign goal).

0. 0 %

Social CTR (highest of all target audiences).

Summary

By combining clear messaging, thoughtful media planning and strong community partnerships, we helped rural audiences take meaningful steps to protect their health. The campaign’s results show the power of meeting people where they are, listening to what matters to them and communicating in ways that feel honest, supportive and true.