Flu Fair
Columbia Health has launched a new flu prevention initiative to protect the university community, promoting necessary protective measures for students, faculty, and staff during flu season.
-
Campaign Redesign
-
Campaign messaging
Iconography
Campaign markup
Marketing
The Background
In 2017, Columbia Health took a proactive approach to combat the rise in influenza cases across the U.S. Our dedicated team at the design studio was tasked with revamping the flu prevention campaign to create a more impactful and community-focused initiative. By leveraging fresh, data-driven strategies, we aimed to unite the diverse campus population and emphasize the importance of flu vaccination. Our goal was to foster a sense of responsibility and encourage active participation in protecting the health of our community during flu season.
The Challenge
HerreraDesigns is tackling the challenge of creating a flu prevention campaign that is informative and engaging for the Columbia University community. The aim is to promote vaccination in a supportive and respectful manner without being forceful or domineering. In addition, HerreraDesigns aims to maintain a consistent message across different departments and schools while allowing customization to ensure widespread adoption and active participation across the entire campus.
The Opportunity
This challenge gives HerreraDesigns the perfect opportunity to showcase its expertise in creating a tailored and impactful campaign that drives significant behavior change while delivering engaging and informative content. It allows us to demonstrate our ability to design scalable and adaptable solutions that maintain consistency across various departments while empowering stakeholders to customize for their audience.
A Cohesive & Impactful Strategy
The strategy for the flu prevention campaign focused on creating a cohesive yet adaptable message that genuinely resonated with Columbia University’s community. By blending research-driven insights with personal stories, we humanized the campaign, fostering a shared responsibility for health. Customizable templates ensured consistency while empowering departments to tailor their messaging and leveraging digital, print, and social platforms to maximize engagement. A clear call to action inspired proactive steps toward vaccination, and ongoing data tracking allowed us to fine-tune the approach for tremendous impact. This comprehensive strategy drove community-wide participation and helped boost vaccination rates across campus.
A Tailored Flu Prevention Campaign
By utilizing templates created within Microsoft, the flu prevention campaign engaged various departments and schools, allowing each to tailor important information and dates to their specific audiences. This approach facilitated effective promotion tailored to each school's unique needs and characteristics, resulting in increased engagement and more impactful outreach.
Campus-wide Social Engagement
The social engagement strategy utilizes Columbia University's digital platforms to create a tangible impact. The campaign promotes a collective sense of responsibility by producing shareable content showcasing personal stories about vaccination and flu prevention. We can distribute this content through collaboration with different departments and schools across various social channels, raising awareness and sparking community-wide discussions about flu prevention. Our primary objective is to ensure that everyone is informed about where and when they can receive vaccinations, ultimately leading to higher vaccination rates across the campus.
A New Approach
We revamped Columbia University's communication strategy, developed compelling messaging, and collaborated with multiple departments to emphasize the significance of getting a flu shot. Leveraging Microsoft Suite, we designed customizable templates. We infused the campaign with personal anecdotes of individuals getting vaccinated, adding a human touch to the initiative.
TONE OF VOICEYouthful, Conversational, Humorous, Upbeat
CAMPAIGN SLOGANTake Care of You, Fight Flu
HASHTAG#fightflu
Humanizing Through Illustrations
The campaign was truly brought to life through the power of illustrations. We used simple, rounded illustrations and icons to weave personal stories and essential information together, capturing the audience's attention and enhancing their understanding. This created a cohesive and memorable identity for the campaign and played a crucial role in driving awareness and inspiring proactive health behaviors.
Crafting our Color Palette
We put a lot of thought into choosing our color palette to perfectly complement the Columbia colors and build a dynamic visual identity that's truly one-of-a-kind for our campaign. Our color selection was carefully crafted after studying other health campaigns, and it's designed to look great and be memorable for our messaging.
Community-Driven Vaccine Campaign
We humanized our campaign, leveraging our diverse community to spread the word and share our vaccine stories. Our collective effort brought unity and engagement, leading to a successful campaign that reduced our print materials by 23%, increased social media engagement by 339%, and boosted vaccinations by 15% compared to the previous year. As a result, Columbia Health has updated and expanded the campaign, leading to a 21% increase in vaccinations administered, with 18,057 flu shots in 2022.
339% Increase in social media engagement
10,162 Influenza vaccinations administered
23% Decrease in printed materials
Project Credits
-
Columbia University Health
-
2018
-
Campaign Redesign
-
Brand Strategy
Design System
Logo Design
Visual Identity
Campaign Guidelines
-
Columbia Print Services
Columbia Strategic Communications