After the landmark distribution of COVID-19 vaccinations to the public in 2021 and the subsequent release of the booster shots to support immunity, data showed that Riverside County residents were getting boosted at lower rates compared to other counties in California. A combination of misinformation and vaccination fatigue in the community affected the mindset of the population served by the health system, keeping residents from getting boosted. In 2022, Riverside University Health System (RUHS) Public Health realized that a campaign was needed to increase awareness, change perceptions around the booster vaccine and encourage residents to achieve full vaccination status by getting their boosters.
Maricich Health developed a powerful campaign with arresting imagery to deliver its “Fading Immunity” message to remind those who had already been vaccinated that their immunity was fading away and COVID-19 booster shots were available. The impending loss of immunity was a strong motivator, reinforced by dynamic text and close-up clips of actors representing various segments of the community. The resulting TV and radio spots were creatively engaging and effective parts of an overall integrated campaign. The campaign was a resounding success, with booster vaccinations increasing 5.1% over the three-month campaign overall, and an increase of 9.2% over the California state average with modeled data showing an estimated potential of nearly 100 lives that may have been saved by the campaign.
in Riverside County