Case Study: Minnesota Department of Health boosts COVID-19 and flu vaccine uptake with Friends & Neighbors

Minnesota Department of Health reaches 64% of Minnesotans with Friends & Neighbors

The Minnesota Department of Health engaged the vendor Friends & Neighbors to raise awareness and prompt action for the latest COVID-19 and flu vaccines. Their challenge was to accomplish this quickly during peak season without heavily using the health department's own brand and while avoiding political sensitivities.

Friends & Neighbors developed a positive campaign focused on a key audience of pro-vaccine but undecided or under-motivated individuals. Their solution used simple, affirmative messaging distributed via targeted media placements, including culturally specific radio, digital, and out-of-home advertising. The strategy successfully addressed minor obstacles and provided reminders to this large segment of the population.

Minnesota Department of Health