Our task was to create a campaign to increase awareness among Chicago’s most vulnerable communities and offer information about vaccination against COVID and flu.

I set out to create a visually striking campaign that didn't imitate other government campaigns. These designs were bold and incorporated the city of Chicago's roots with the inclusion of the Star. We also had earlier drafts with more homages to the city.

Results:
10.8M+ impressions across the campaign

• Reached an estimated 45 million CTA bus and rail rides through transit placements citywide

• Video and audio completion rates of 92 to 99%, well above the 60 to 75% typical for public health campaigns

• Best-performing creative pulled a 1.19% click-through rate, well above the 0.70% industry benchmark

• Average cost per click of $0.117

• Spanish-language creative saw the strongest engagement of any audience segment, directly hitting the brief's goal of reaching Chicago's most vulnerable communities