St. Louis County, Minnesota
Changing People’s Tune about Vaccinations
St. Louis County needed to improve immunization numbers. We belted out their message.
No More Vaccination Procrastination
During the pandemic, fewer families came in for check-ups, which has led to a decrease in vaccinations across St. Louis County in Minnesota. The County’s Health and Human Services department wanted to turn these numbers around, so they recruited us. We were instructed to devise a message that would gently remind people that getting kids immunized is important and shouldn’t be postponed.
Sing a Different Tune
When it came to concepting solutions, we knew people were sick of hearing about vaccines and sterile messages from hospitals. So we sang a different tune. Literally. We turned our message into a catchy song. It reminded people of all the potential diseases out there and the importance of vaccines. Instead of being boring and bossy, it was bright and memorable.
We worked with Duluth singer Breanne Tepler to bring the song to life. Once that was written and recorded, we headed to the Duluth Children’s Museum to film. The final cut gave the world a catchy and colorful song that makes our children and community healthier one note at a time.
Results
Before the campaign launched, 8 out of 10 vaccination stats were below the state average. After the campaign ran, all 8 were at or above the state average.
The Childhood Immunization PSA video earned the Minnesota Association of Government Communicators (MAGC) Public Health or Public Safety Video Award and was nominated for Best of Show. This award recognizes excellence in education or informational videos that highlight public health or safety agencies, programs, or services. Our outside-the-box approach not only broke through the clutter but also made an impact. It was relatable and fun, and it made health messaging approachable again.
