AMERICAN ACADEMY OF FAMILY PHYSICIANS

Reframing vaccinations
as selfless acts of prevention.

Nine months before COVID hit, the American Academy of Family Physicians picked a fight with vaccine hesitancy in the U.S.

But how could they prevail over a dispassionate audience – one that doesn't feel personally at risk of infection?

Make it about everyone else.

Some heroes wear bandages.

When you get a vaccine, you're helping to save the lives of others, too. And saving lives should earn a the badge of a hero.

We created thousands of custom band aids that could be worn with pride following vaccination, given out in Family Doctor practices across America. Acting as little badges, the bandages helped AAFP's members promote a community of immunity while their patients showed off.

“While some people may still be reluctant to get a vaccine, I encourage them to talk to their family doctor if they have questions. Getting vaccinated is a selfless act that not only protects you, it protects your comunity. - Dr. Natasha Bhuyan”

“By getting vaccinated, you protect not just yourself, but your family and whole community as well. “Vaccines are a selfless act,” Dr. Perkins says. “You get five gold stars for doing it.”

Through social media, sponsored content and native ads, we educated audiences in English and Spanish with specific facts that reinforced the act of vaccination as a selfless act. Doctors received toolkits for their practices, including posters, infographics, patient handouts and our band aids.

Selfless acts,
big payoffs.

Though it wasn’t our explicit goal, this campaign succeeded in earning the attention of multiple government bodies responsible for funding major public health initiatives. The CDC, Department of Health and Human Services, and FDA used AAFP’s Selfless Acts of Prevention campaign as a model for their future work, earning AAFP significant social capital among these influential decision makers.

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Content for Families
Illustrate to vaccinate

CREDITS:

Morgan Vines, Sr. Copywriter
Hayden Griffen, Sr, Copywriter
Emily Kurek, Motion Graphics
Matt Giacalone, Motion Graphics
Andrew Hu, Sr. Designer/Editor
Craig Thomas, Sr. Producer
Illustration by David Partington

MY ROLE:

Creative Lead, Design Director