Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
In early 2022, the Houston had a high Covid infection rate among children. However, less than 20% of eligible children were vaccinated and there was a general feeling of disinformation and mistrust, particularly in underserved and diverse communities against child vaccination.
We used the city's Covid Vulnerability Index to define our target: Houston Wait and See Parents (HWSP). To gain additional insights, we conducted a series of focus groups among Hispanic, White, African-American, and Asian parents.
We found that parents making a vaccination choice faced a constant...