Risk Less. Do More.

For HHS’s Risk Less. Do More. campaign, I led creative across multiple channels to help people better understand the importance of Flu, RSV, and COVID vaccines. At a time when trust in public health messaging was low, we set out to do something simple but powerful. Speak like people – not health officials. 

People naturally have questions about why and how their respiratory health needs to be protected. Our goal was to meet them where they were, answering those questions plainly and conversationally, without jargon or judgment.

Working with a cross-disciplinary team, we created digital and social campaigns, partnership and event materials. The Rapid Response series that broke through the noise with bold color, graphics, and photography grounded in the established brand. The campaign also featured an “Ask a Doctor” video series, bringing real voices and trusted experts to the forefront to share honest, clear answers to the questions people were asking.

• An evaluation of the overall campaign showed that between September 2024 and February 2025, there were significant increases in the proportions of adults ages 65 and older—both overall and among those with a health condition—who reported having gotten a 2024–2025 COVID-19 vaccine and RSV vaccine.

• As of mid-March 2025, 14.4 million more vaccine doses (flu, COVID-19 and RSV) were administered to people ages 60+/65+ than at the same point last year.