¿y la vacuna?

UNIDOSUS ESPERENZA HOPE FOR ALL

Young Latinos hold the influence in the house. Sorry abuela. ​​When young Latinos receive a message — papá, primo, abuelo, y tía get the message too. ​So to start a conversation about the importance of vaccines, UnidosUS — the nation's largest Latino civil rights and advocacy organization — is tapping into this power and equipping young Latinos to protect themselves and their families. ​

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I was the creative director for this social-firest public health campaign. I led the team in creating the campaign's branding, tone of voice and creative strategy. The campaign involved paid social media, events, paid influencer content and earned media.

Creative challenge: Young people are tuning out hard-hitting facts due to pandemic fatigue. If we want them to listen, we need to speak to them in their language. ​​We approached our messaging through the lens of vaccine edutainment - a lighthearted, community-first approach to delivering serious messages.​