Virginia Commonwealth University (VCU) Health:
This Sh💛t Matters
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VCU Health’s campaign, “This Sh💛t Matters,” was designed to connect with the frustration felt during the pandemic while connecting those on the fence with social proof that other community members were being vaccinated.
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The campaign utilizes highly targeted media placements, internal messaging and communications, and extensive activations across paid social, internal, swag, broadcast TV and radio, rich media and display, and programmatic digital out-of-home.
This Community Matters
Real community members from local musicians to VCU students to Flying Squirrels executive, Todd “Parney” Parnell, were recruited to take part in the campaign.
Due to the wide variety of community participants in the campaign, I was engaged to produce multiple versions of creative assets, from landing pages to digital banners.
Art direction: Kim Koelling-Loftis