In collaboration with CDC, our research-based creative strategy addressed this widespread complacency and skepticism about flu vaccines by elevating a less discussed truth: Vaccine effectiveness isn’t binary (“vaccines prevent disease or don’t”); vaccines can work by mitigating the worst symptoms.

The campaign used “mild” and “wild” animal pairings to demonstrate how flu vaccines work to reduce flu’s “wildest” symptoms if a person does get sick.

We implemented a multi-channel, integrated approach across paid, earned, social, and digital activations. We tailored creative content and messaging to resonate with our intended audiences, and engaged trusted community voices as messengers with a content creator program and lnstagram collaborations with healthcare and advocacy partners.

The “Wild to Mild” campaign increased understanding of flu and the importance of flu vaccination, building audience members’ intention to speak with a doctor, according to an independent brand lift study. Expectant parents showed a 3-4% increase in physician intent, association/understanding of flu’s potential severity and benefits of vaccination (avg. is 2-2.6%).