Campaign

Life Doesn’t Paws

CLIENT

Champions for Vaccine Equity & Education
(CVEEP)

OVERVIEW

CVEEP (Champions for Vaccine Equity & Education), a national public affairs initiative, launched the Life Doesn’t “Paws” fall campaign to educate adults 50+ about recommended vaccinations for respiratory illnesses including flu, COVID-19, RSV, and pneumococcal disease.

Strategy

Utilize Display, Online Video (OLV), Connected TV (CTV), Streaming Audio, Hulu, Pandora, SiriusXM, and social and partner amplification to deliver broad national reach and strong engagement to reinforce awareness of critical public health guidance. 

GOAL

To empower individuals to take proactive steps to protect themselves and their communities.

Results

The campaign resulted in more than 294 million impressions, over 380K clicks, and 305K landing page visits, with performance exceeding benchmarks across key KPIs.

A partnership with the American Lung Association extended campaign reach and credibility through a multi-faceted collaboration including Donated PSA placements, media tours, and co-branded digital assets. 

8% of Adults 50+ reported they were more likely to vaccinate as a result of the Fall campaign (9M Americans).