Campaign normalizing vaccination against both COVID & Flu in Fall 2023.
The Massachusetts Department of Public Health, in collaboration with MORE Advertising, launched their state-wide 2023 vaccine campaign to promote annual COVID and flu vaccinations. As a designer on the MORE team, I played a pivotal role in this initiative.
The challenge was to create a campaign that resonated with diverse demographics across Massachusetts. Using Adobe Creative Suite, I needed to develop visually compelling and informative content that adhered to public health guidelines and captured attention. As the projects' lead designer, I took the approved moodboard and raw photoshoot material, and transformed it into over 200 distinct deliverables, including billboards, bus ads, posters, mailers, standees, emails, animated web banners, social media content, and more. I designed the materials to reflect the cultural and linguistic nuances of different population areas in the state, using dynamic layouts to accommodate translations into over a dozen languages, and alternating representative models.
The campaign's impact was effective, with MA residents maintaining a higher than national average rate of vaccination in 2023–24. This project highlighted my ability to deliver inclusive and effective design solutions in bulk under tight deadlines.
