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Promoting COVID-19 Vaccination: Extensive Advertising Campaign for Awareness and Education
In 2020, the world confronted the unprecedented global challenge of the COVID-19 pandemic. As part of our marketing communication efforts, we undertook the responsibility of educating and raising awareness about the importance of vaccination. Our team created a range of print and digital promotional materials to support this cause.

Problem statement

Since the end of the hard lockdown and the release of the vaccine,

two tasks have become critical:

  1. Inform residents about vaccination locations
  2. Communicate the significance of vaccinations in combating the pandemic
Goal
  1. Develop offline and digital marketing materials
  2. Propose distribution methods and channels
Process
Selected target audiences
Considering the peculiarities of the impact of the virus on the elderly, the two main targets were groups: up to 55 years and 55+.
To achieve more targeted success, we identified additional groups:
a woman 25+ (wife, mother, daughter),
a man 25+ (husband, father, son),
18-25 years of age (grandchildren).
Developed a marketing strategy
Based on an understanding of the behavior of selected audiences, we have identified the most effective communication channels for each of them. For each audience, a map of channels and material formats was compiled to reach the audience.
Developed a style
Taking into account the wishes of the customer, an umbrella style was developed for all materials of the campaign, which was scaled to specific materials.
Took pictures of Doctors
One of the messages of the campaign was the appeal of doctors to all audiences. The image of a doctor during a pandemic is the image of a law and a hero. From the lips of a doctor, the understanding of the importance and significance of vaccination is taken more seriously by the audience. As a bonus, we have the opportunity to honor the doctors who risked their lives to save people.
Designed all possible formats of materials
The technical part of the task was to prepare all possible options for printed and digital materials according to the guides from the printing houses and placement sites. There were more than 100 material formats in total.
Сoordinated with all necessary authorities
Since many municipal organizations participated in the process of creating and distributing materials, with their own unique rules, and since the campaign belongs to a campaign that informs health issues, the utmost accuracy of the data and the accuracy of each word are of utmost importance.
Prepared for production
Before submitting 100+ materials approved by all organizations for development, it is necessary to prepare printed versions of the formats and pass a grammatical check.
Author's supervision of the production of materials
We check each batch out of print for possible production defects.
Printed materials
  1. Flyers
  2. Brochures
  3. Posters
  4. Banners
  5. Business cards
  6. Direct mailers
  7. Catalogs
  8. Leaflets
  9. Product packaging
  10. Outdoor billboards
  11. Signage
  12. Magazine advertisements
  13. Newspaper advertisements
  14. Promotional merchandise (e.g., pens, t-shirts, notepads)
  15. Stationery (letterheads, envelopes)
Digital materials
  1. Website content and landing pages
  2. Banner ads
  3. Social media posts and advertisements
  4. Email marketing campaigns
  5. Blogs and articles
  6. Infographics
  7. Video content (including promotional videos, tutorials, and testimonials)
  8. Podcasts
  9. Online display ads
  10. Search engine optimization (SEO) content
  11. Online reviews and ratings
  12. Webinars and virtual events
  13. E-books and whitepapers
  14. Online surveys and quizzes
  15. Mobile apps and games
Designer: Fedor
Project manager: Varya
Made on
Tilda