This billboard captures the playful essence of 21Grams by mocking injury attorney billboards while still working to get the message across/create impressions and drive people to look into vaccines more.
For this billboard, we wanted to experiment with the campaign idea of why stop now? You wouldn’t simply stop on the freeway, and that would annoy a ton of drivers, so having them call in and vent frustration, we may be able to turn that into they’re as frustrating as someone who doesn’t get vaccinated.
The bus shelter is decaled in 21 Grams colors, and features a witty, on brand campaign message that relates to making it to your bus on time. Also, on the inside panel, there is an interactive screen that gives the opportunity for those waiting for the bus to learn more about the different vaccines and how they can help as well as a qr code to keep reading on their commute, and one to find pharmacies near them so they can get vaccinated.
Our campaign is all about prevention. We want to also capture the idea of fashion trends that go around on social media in this ad and use it to our advantage. Included in this ad is a witty comment about how this is what we used to do for diseases, so unless we want to go back to that and all dress like that, we should do it the modern way and get vaccinated. The call to action for this ad would be to get vaccinated, and if you were to click it you would be taken to an embedded maps link to find the closest pharmacy to get a vaccine. This would be shown on the “story” feature on Meta platforms as well as TikTok, and during scrolling on your for you page. The goal here is to measure impressions and awareness/who clicks on the learn more/link in this ad.
Once again, our campaign is about prevention and how easy it can be. This ad portrays exactly that with a very relatable experience, grabbing a coat for a night out on a winter evening. It’s the easy things we do to prevent discomfort, and this is exactly what vaccines are all about. They are easy, quick, and as safe as grabbing a coat to protect you from the cold. This ad is to drive interest and remind people about vaccines without throwing it in their face, we want to drive them to the 21 Grams website devoted to the campaign and go from there, also want to measure impressions here.
This ad would appear as an Instagram ad, and the unique art style would be used to grab the attention of the audience. The goal here is to drive awareness and clicks to 21 Grams and the website page and educate them further on vaccines and how preventable diseases are. It sticks to the campaign messaging as well as serves as a trojan horse because we do not want to feel as though we are lecturing right out of the gate. If they click on the learn more it will take them to the 21 Grams website for the campaign and spur awareness.
This ad is meant to capture the attention while our audience is scrolling through Instagram. There are plenty of “challenge” videos where they are like can you see the image? Only 5% of people can. This riffs off of that and then integrates straight back into our campaign of “preventable”. It is a playful way to get the point of the campaign across. It also will take them to the website for the campaign and through analytics we can see how many people click on the links.