Rebuilding Trust in Vaccines
Office
United States
Services
Research
Creative
Paid Media & Performance
Public Relations
Community Engagement
Brand Journalism
Date
2023–2024
For years, vaccines have been one of the most effective tools in public health. But in the United States, especially in the aftermath of the pandemic, confidence in them has become increasingly fragile.
In Missouri, that hesitation wasn’t driven by a single factor. Socioeconomic barriers, misinformation, distrust in institutions, and skepticism toward public health systems all converged, making the decision to vaccinate more complex than ever. At the same time, a clear paradox emerged. Many people still believed vaccines were important, but they needed more clarity, more reassurance, and, above all, trusted conversations to make informed decisions. The challenge was to inform while rebuilding trust in a climate shaped by doubt.
How do you build vaccine confidence when the information exists, but trust does not?
Solution
We didn’t start by communicating. We started by understanding.
We designed a multi-phase research model, combining qualitative and quantitative methodologies to uncover perceptions, barriers, and motivations around vaccination. Through surveys, in-depth interviews with healthcare professionals, and focus groups with residents and public health agencies, we identified a key insight that trust doesn’t come from messaging alone; it comes from who delivers it and how conversations happen.
This insight reshaped the entire strategy. Rather than developing a traditional awareness campaign, we built a communication ecosystem designed to activate real conversations between citizens and healthcare providers.
Based on these findings, we launched a statewide integrated campaign across digital, social, video, programmatic, and search, supported by 112 billboards, 233 transit ads, 61 digital assets, and 21 videos, designed to consistently reach and engage adult audiences across Missouri. But the most important shift came during execution. Research revealed an unexpected gap: healthcare providers themselves didn’t always feel fully confident navigating vaccine conversations with patients.
That insight expanded the scope of the solution. We developed a dedicated Healthcare Professionals Resource Hub, along with tailored content, including videos with Missouri healthcare providers sharing their experiences, articles, and practical guidance, designed to support providers in having more effective, confident conversations. These resources were distributed through local medical publications and professional platforms.
The campaign was further reinforced through public relations, communication training (media, storytelling, and presentation skills), on-the-ground activations such as the Missouri State Fair, and a central campaign landing page that brought all information together for public access.
More than a campaign, this was a system, connecting data, messaging, and people to make vaccine conversations more accessible, more relevant, and more trusted.
RESULTS
AWARDS
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Ragan PR Daily Content Marketing AwardsHealthcare Campaign
Integrated Content Marketing Campaign
Public Health Campaign
Use of Research/Surveys -
MM+M AwardsOmnichannel Campaign
Patient Education Campaign
