The most effective means to limit the spread of illness is to get a flu vaccine.
Flu Fair Campaign
Columbia Health's mission is to advance the well-being of the Columbia University community and the personal and academic development of students.
2017 saw record high influenza cases across the US from the previous year *CDC Data
The record-high influenza cases made Columbia Health relook at their flu fair messaging efforts and create a new campaign to encourage everyone to take measures to safeguard their family, friends, and colleagues during the flu season.
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Creative Director & Illustrator
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Campaign Strategy
Messaging
Digital & Printed Marketing Assets
Social Assets
Project Challenge
Create a campaign that will excite, engage, and educate students, faculty, and staff and encourage everyone to take measures to safeguard their family, friends, and colleagues during the flu season.
Learning from
our past to inform
our future
We kicked-off our process by having open dialogue with team leaders. Actively listening to their needs, wants and rumbling with questions we might have not thought about.
Audit of our
marketing collateral
after our interviews were complete we turned our attention to making an audit of what was created in the past for promoting flu vaccines.
Turning our
attention externally
Lastly, we came together to take our research externally. Gathering inspiration from companies
in the health sector that deal with flu vaccines or
fall into the categories that our internal
discovery brought up.
Complex Undertaking
Setting out to create a new campaign was no easy task it required buy-in from stakeholders, department leaders, and, most of all our community. We had to take budget, timing, and research to make a case for the direction we will be going in for the new campaign.
Verbal
We began by looking over our discovery documents. We knew we had to spark the excitement behind our messaging first. We wanted to rally everyone behind the words before we gave a visual direction. We worked closely with the Communications team and department leads to create a tone and message reflecting our discovery and community needs.
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Youthful, Conversational, Humorous, Upbeat
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Take Care of you, Fight Flu
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#fightflu
Visual
Once the tone and messaging were set it was my time to see how this campaign might look. Taking notes from our discovery and tone, I started formulating the creative brief, assimilating a color palette and graphic visuals we could use in our campaign marketing.
Marketing
Strategy
Meeting with our committee of stakeholders, students, communications team, and healthcare providers, we reviewed our channels for
messaging to create a strategy that would best
reach our audience.
Empowering Co-creators
We created kits to share with our co-creators
to promote flu fair events that were specific to their audience. We worked with each school to promote flu fair events held in their schools, while Columbia Health would promote school-wide events.
Campaign
Launch
We launched the campaign in the Autumn of 2018. We worked with different schools on campus to ensure communications were relayed correctly to their audience.
Campaign
Engagement
We empowered the community to feel proud of their efforts to combat influenza, creating swag
to help promote that they are taking steps to safeguard their community.
The Results
The campaign launched with colossal success. Collaborating with our colleagues gave them the tools to reach their audience where they were. Together we were able to reduce print/digital materials by 22% while increasing social media engagement by an incredible 339% and
vaccinations by 10%.
Prints
Social
Vaccines
2018-2019
Since the launch of the new campaign, Columbia Health has continued to see a rise in vaccination administered. in 2019, they distributed 21% more vaccines than the previous year (the year we launched the new campaign). In addition, they continue to use this campaign, adding updated content with our direction and strategy.
2021-2022
Columbia Health is still running the campaign we started in 2018, but they are using new channels to reach more students. Their goal is to protect the community's health and well-being by taking proactive measures to prevent public health threats. As a result of their efforts, the number of flu vaccines administered has increased yearly, with the team providing 18,057 flu shots last year.
Credits
Organization
Columbia University
Client
Columbia Health
Collaborators
Columbia Strategic Communications
Creative Director
Luis Herrera
Vendors
Columbia Print Services
MAX Merchandising
4Imprint
Software
Adobe Photoshop, Indesign, Illustrator
Asana
Niice
Qualtrics
Online Resources
Pinterest, Behance, Adobe Color