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Dutchess County aimed to develop a campaign that prioritized inclusivity and cultural awareness to improve COVID-19 vaccination rates among underserved populations. The initiative faced key obstacles: overcoming misinformation, fostering community trust, and motivating individuals to get vaccinated.
Relying solely on traditional media proved insufficient; reaching diverse groups—such as Spanish-speaking residents, young adults, and those hesitant about vaccines—required a more creative and relatable strategy. The campaign had to connect with people in a genuine way and inspire tangible increases in vaccination rates.
Harnessing rhythm and energy to engage younger audiences, our beatbox video transformed the vaccine message into something both accessible and memorable. By combining catchy beats with impactful messaging, the video gained traction on social media, sparking shares and conversations. Its lively tone broke through communication barriers, turning a critical public health message into an engaging call to action that resonated across diverse audiences.
As a veteran, community advocate, and working professional, Adam shared his personal decision to get vaccinated as a way to safeguard his loved ones and serve the greater good. His message struck a chord with fellow veterans by focusing on values like service, responsibility, and unity. By offering a sincere and grounded perspective, Adam helped ease doubts among those undecided about the vaccine. The video sparked meaningful engagement within the veteran community, reinforcing its impact.
Through her personal story, Isis highlighted the powerful role that love and family can play in the choice to get vaccinated. Her message connected on an emotional level, helping to dissolve skepticism and foster trust. Stories like hers bring the impact of vaccination into focus, making the decision feel more immediate, personal, and meaningful.
As a respected social advocate and community ambassador, Mirabel connected with residents through a heartfelt, Spanish-first message that tackled misinformation and emphasized the safety of the COVID-19 vaccine. Rooted in shared values of family and community care, her story reached audiences often overlooked by traditional campaigns. By speaking in both Spanish and English, she bridged cultural gaps, built credibility, and motivated Latino families to take informed steps to protect their health and one another.
Taloneith, an entrepreneur and first-grade teacher from Poughkeepsie, spoke about how getting vaccinated plays a crucial role in reopening schools safely and boosting economic recovery. Her message resonated with local families, business owners, and employees who understand that community health is essential for stability. By openly sharing her reasons for choosing vaccination to protect both her family and neighbors, Taloneith strengthened confidence in the vaccine and motivated greater involvement across the community.
Ashworth Creative crafted a comprehensive campaign centered on compelling storytelling, authentic ambassadors, and a digital-first approach. We created video testimonials showcasing a diverse group of Dutchess County residents sharing their personal motivations for vaccination. These genuine stories connected deeply with target audiences, tackling concerns and misinformation in relatable, culturally relevant ways. By utilizing paid social media, collaborating with influencers, and participating in community events, we maximized the campaign’s visibility and engagement. This strategy helped build trust and sparked meaningful discussions about the benefits of getting vaccinated.
The campaign made a meaningful difference in vaccination uptake, sparking increased interaction among key audiences. The videos attracted thousands of views and were widely shared, accompanied by overwhelmingly positive responses. By delivering targeted messages, the initiative helped encourage more hesitant individuals to schedule vaccine appointments. The results showcased the impact of authentic storytelling in public health communication, building confidence and motivating informed decisions.
Ashworth Creative utilized a strategic blend of genuine storytelling, focused outreach to Hispanic communities, and robust digital promotion to help Dutchess County tackle vaccine hesitancy, foster trust, and encourage greater participation. The campaign redefined public health communication by forging meaningful connections with residents and making health choices clearer and more empowering.
