CREATIVE DIRECTION | content STRATEGY | data analysis
THE CLIENT.
The Unity Consortium is a non-profit whose mission is to improve healthcare through education around the importance of vaccinations for adolescents and young adults.
THE OPPORTUNITY.
The existing content Unity had to promote their mission was catered to an audience of healthcare thought leaders. While this content was informative, they were missing content that can drive action within young adults, adolescents and their parents. They wanted something to hook audiences into visiting the Unity website to learn more about appropriate vaccinations, but also to give them the knowledge they need to ask the right questions to their healthcare provider.
Ethan L. and Dr. Laura O. spot false info on social media
THE PROCESS.
We sought out to create really compelling content straight from a patients’ perspective. We learned that Unity had recently developed a relationship with Ethan Lindenberger, an impressive teenager and activist, who had gone against his mother’s wishes to get vaccinated as soon as he turned 18. We persuaded Unity and Ethan to let us film videos with him to run in doctors offices around the country as well as Unity’s social channels. The concept for the above video was to simply share social posts with both an adolescent health advocate, Dr. Laura Offutt, as well as Ethan to get their real-time reactions and tips on how to spot false information on social media. We also, created animated posters to run in Outcome Health’s Exam Room Wallboards that were intended to relate to teens, adolescents and their parents. In addition to the light-hearted video above, we felt we needed to reach a different tone to ensure we spoke to all audiences, which you can see in the video below.
unity exam room wallboard animated posters
THE RESULTS.
In addition to providing Unity this brand new content to use for their own placements, we also ran this content in Outcome Health waiting rooms and exam rooms across the country. We assumed that this bold messaging with specific calls to actions to talk to your doctor would be very effective at the point of care. We learned through partnership with a 3rd party leader in healthcare analytics that within a 6 month span, doctors offices that were running the Unity content saw 8,478 incremental vaccine administrations, which equated to a 3.7% lift compared to a statistically significant set of similar offices.
