Take Your Best Shot
Campaign – Houston Health Department
Overarching objective
The Houston Health Department’s overarching objective for the Take Your Best Shot vaccination campaign was three-fold: 1) Educate and inform target audiences about the availability of a COVID-19 vaccine and other immunizations; 2) Increase awareness about the importance of taking a COVID-19 vaccine; and 3) Develop and implement an immunization strategic framework and COVID-19 vaccine campaign for those living within Houston’s city limits and/or working within the city of Houston.
total campaign
impressions
39,901,412
Reaching over 7+ million residents
ENTIRE CAMPAIGN
Accomplished in
6 weeks
multilingual psa
campaign via multiple channels delivered
AFRICAN AMERICAN PSA
4,146,667
Impressions
hispanic PSA
2,844,111
Impressions
16 Animated campaign PSAs
Eight 30 seconds & eight 15 seconds with targeted messaging to at-risk audiences
4 Multilingual radio spots
2,791,100 Media impressions
55
Supportive Collateral Print Ads in Toolkit
in five languages: English, Spanish, Chinese, Arabic and Vietnamese
36
Digital Ads
for media placement & website support
5,096,891
Digital Impressions
15,438,817
Billboard Impressions
in first two weeks
Astros Foundation / Minute Maid Park
LED Billboard Rotations
Campaign Results
Launched in late December 2020, the campaign’s targeted creative executions were visually rendered in illustrations and animation portraying and capturing first responders/health care workers/essential workers, seniors over 65 and/or those living in long-term care facilities, families of all ages and African American and Hispanic communities in real-life situations.
The campaign ran from December 30, 2020 through January 15, 2021 delivered approximately 30,317,596 total impressions, billboards included.