These Are Get-a-Kleenex Spots
In 2021, the mere mention of the Covid-19 vaccine was dividing our country, splitting up families and friendships, and creating a frenzy of lies and misinformation all over the internet. With only 43.9% of Texans vaccinated, and the new, more powerful Delta variant on the rise, our partners at Baylor Scott & White Health came to us to help them increase our state’s vaccination rate. At the time, Texas had one of the highest rates of infection in the country with data showing that 99.5% of Texans who were dying from COVID were indeed unvaccinated.
So how do you convince the inconvincible?
Research showed us the best way to reach the unvaccinated was through their vaccinated friends and family. We just needed to help them Find the Words.
So we filmed three courageous families who each shared their story of losing a loved one to Covid-19 who was not vaccinated. We also worked closely with Baylor Scott & White Health to create a website (BSWHealth.com/FindTheWords) filled with resources to help the vaccinated reframe the conversation with their friends and family to change minds and save lives.
The campaign launched during Dallas Cowboys games and has been running during local news broadcasts in central and north Texas. Currently, 53.5% of Texans are vaccinated, a 4% increase since launch. So clearly, we still have work to do. The more we share these stories, the more lives we can save.
Production Company: RAKISH
Director: Jaci Judelson at RAKISH
Director of Photography: Paul Meyers
Editors: Devon Bradbury and Meg Kubicka at Whitehouse Post
Colorist: Briana Brackett at Carbon
Music: Sixty Four Music
Mix & Sound: 19 Below
Producer: Jaime Roderer at Launch Agency
Photographer: Greg Kahn
Principal/Creative Director: David Wilgus at Launch Agency
Principal/Creative Director: Diane Seimetz at Launch Agency
Creative Director/Art Director: Brian Dedering at Launch Agency
Creative Director/Copywriter: April Steinbach at Launch Agency
Account Director: Jason Giles at Launch Agency
Account Supervisor: Megan Lucy Neal at Launch Agency
Director of Creative & Brand Management: Ben Day at Baylor Scott & White Health