Washington State Department of Health: Vaccinate WA young adult campaign

The Washington State Department of Health (DOH), the government health organisation, developed a campaign to drive more young adult vaccinations in the US.

DOH needed a campaign to drive more young adult vaccinations — and quickly.

As COVID-19 vaccines became widely available in spring 2021, C+C and DOH discovered a problem:

young adults weren't getting vaccinated at rates equal to the rest of the population.

  • In mid-May, 46% of young adults age 18-34 had initiated vaccination compared to 64% of all Washington adults (an 18% gap)
  • Of those young adults, 49% said they did not intend to get vaccinated

The team used three types of research to inform the campaign:

Gates Foundation Statewide Polling

The team partnered with the Gates Foundation to poll...

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