San Francisco Department of Public Health

When the COVID-19 vaccines were finally approved, some minorities expressed hesitance about getting them. The diverse community in San Francisco was not responding to a “one size fits all” communication — their case was too unique and required special care and attention.

We worked with the San Francisco Department of Public Health to develop a 360-degree campaign, including OOH, radio, social media, and animated videos in 8 languages, to address the benefits, truths, and myths surrounding the vaccine based on what we’ve heard from these particular communities.

As a result of our campaign, San Francisco is rated as one of the highest-vaccinated counties in the US. San Franciscans were able to — safely — go back to their lives as they were before the pandemic.