For millions of Americans, a COVID-19 vaccine is a lifeline and a prayer that we can gather in public again. For millions of Americans, a COVID-19 vaccine is a conspiracy or worse.
I can’t seem to wrap my head around how the denial of science and fact-based reality continues to mutate, spread, and cause real harm to the people of this nation and the world. Thankfully, healthcare providers like Blue Shield of California are not burdened by these thought puzzles. Instead, they’re busy promoting the need for vaccines.
The new “Get It For” campaign was developed in collaboration with agency partner Butler Shine Stern & Partners of Sausalito.
The work centers on optimism and hope. It’s an appeal to the broader human emotions that are inherently more difficult to deny. It appeals to the universal longing to return to normal – get it for hugs, birthdays, concerts, family photos, for holding hands…
Over the last year, the brand has tackled the most pressing topics gripping its community – from the plight of frontline workers and the mask debate to the inequality facing women. Now, Blue California has turned its attention to the COVID-19 vaccine.
“As a healthcare company, Blue Shield believes in the importance of getting the Covid-19 vaccine as a public health imperative,” said Jake Bayham, Head of Strategy at BSSP.
Bayham adds, “In today’s cultural climate, vaccine leadership also requires awareness, education, and encouragement, to inspire the collective action necessary to overcome this public health crisis.”