Washington State Department of Health
Can a twerking grandma convince young adults to get vaccinated? To combat COVID-19 vaccine procrastination among younger Washingtonians, the DOH challenged C+C to develop an edgy campaign that would resonate with this audience and persuade them to do just that—get vaccinated! The “Ready for Summer” campaign hinges on FOMO, with fully vaccinated grandmas and grandpas giving young people a glimpse into what they are missing out on—the summer of their lifetimes. The campaign, featuring four :15 spots, custom executions for TikTok and snapchat, and streaming audio ads, launched July 1st. Due to the immediate need to drive vaccinations, the team concepted, produced and launched the campaign in six weeks. Ready for Summer is the latest in a series of more than 25 campaigns the Department of Health and C+C have created together since March 2020 to fight the COVID-19 pandemic.