We Can Do This Campaign - HHS

"We Can Do This" was an integrated, research-based media and partnership campaign to increase vaccine confidence while reinforcing basic prevention measures against the spread of COVID-19. This campaign ran over three years, with paid media buys well over $60 million, which provided proven lifesaving information to adults hesitant about COVID-19 vaccines, parents of unvaccinated children, and vaccine-curious individuals.

Our challenge was to communicate to audiences during a public health crisis, rampant misinformation, and an extremely polarized population with vast differences in its willingness and readiness to get vaccinated.

Led an agile, cross-functional team to deliver HHS’s “We Can Do This” campaign — a three-year national COVID-19 public education initiative. Partnered with community leaders, healthcare providers, and influencers to produce video content, activate grassroots and community organizations nationwide, and develop integrated digital, social, and live event promotions that drove audience engagement and encouraged healthy behavior change.