It’s Our Shot Hoosiers Campaign
Full-Service
SUMMARY
With Hirons’ guidance, the Indiana Department of Health (IDOH) adopted a hybrid approach to inform Hoosiers about vaccine availability and safety. To be effective, communications about the vaccine needed to be clear and consistent. The campaign also needed to be upbeat and hopeful to best appeal to the target audiences and feature diverse audiences and specific executions to raise vaccine awareness among minority audiences who might be opposed to the vaccine based on their history of medical disparities in the state.
Hirons’ developed the “It’s Our Shot, Hoosiers” COVID-19 vaccine campaign to reach all corners of the state and inspire residents to get vaccinated not only for themselves but also for their families and communities. The creative strategy featured a two-pronged approach of public information-driven messaging combined with vaccination voices that told the stories of individual Hoosiers who saw the vaccine as an opportunity to regain control of their lives.
SERVICES
Hirons developed a comprehensive paid media campaign in collaboration with the Indiana Department of Health that ran from Jan. 8, 2021, to Feb. 27, 2022. The media campaign paired with a strategic community outreach plan to connect with communities around Indiana. Hirons developed an online marketing toolkit of campaign-branded creative resources to promote vaccine safety and availability. Additionally, Hirons joined the Indiana Department of Health and the Office of the Governor to develop a TV spot and social media campaign to air during the Super Bowl in February 2021.
Public Education
The public education component of the campaign utilized TV, radio, print, social and digital to feature succinct facts and a clear call to action that let the community know which age ranges were eligible for the vaccine. Targeted audiences were educated through broadcast TV, cable, streaming video, broadcast radio, streaming audio, print, out of home, digital display, paid search, organic/paid social media, media relations and community outreach.
IDOH sponsored a street team who distributed branded T-shirts, masks and bracelets designed by Hirons to encourage eligible Hoosiers to get vaccinated.
Community Outreach
A key component in reaching diverse audiences was a comprehensive community outreach effort. Hirons compiled a broad list of contacts at community groups, religious institutions and social service organizations and communicated with them consistently. These groups were invited to access an online marketing toolkit of campaign-branded creative resources to promote the vaccine’s availability and resources for use in scheduling appointments.
Vaccination Voices
The second component of the campaign featured real people talking about their vaccination experience and appealing to their fellow Hoosiers to get the vaccine.
Super bowl Commercial
In honor of Paul Loggan, a local coach and athletic director who lost his battle with COVID-19 in the early days of the pandemic, Hirons joined the Indiana Department of Health and the Office of the Governor to develop a TV spot and social media campaign to air during the Super Bowl in February 2021.This heartfelt message aired statewide during a game that Paul loved and truly honored a man that had an impact on so many Hoosiers.
30 second spot
Transcription
If you’re still waiting to get the COVID-19 vaccine. Here’s a request from everyone who’s been vaccinated.
Join us, join us at our kids’ birthday parties, join us at that new restaurant. Join us at the ball game.
Join us at your nearest vaccination clinic. Where you can walk in today, no appointment needed and get your shot.
Find your clinic at our shot.in.gov.
A message from the Indiana Department of Health asking you to join us.
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