Choose to Vaccinate - Awareness campaign
Abu Dhabi Media Office
As a global leader in creating positive change, the UAE’s ambition was to become one of the first countries to vaccinate an entire population. But the challenge was… how do you encourage an entire nation to get vaccinated against COVID-19?
Our idea was to reinforce the vaccine as a sign of hope and a chance for people to ‘choose’ again. The vaccine vial became a graphic metaphor used to deliver our messages of ‘hope’. We reassured the public using clear and direct factual messages, whilst also using emotive and relatable testimonials.
With a strong message and call-to-action, the ‘Choose to Vaccinate’ campaign achieved
outstanding reach and engagement (including support from over 150+ partners and $4.7 billion
Earned Media Value). Allowing us to achieve our campaign objective two month earlier than expected; reaching 10M vaccine doses administered in the first four months (instead of six months).
