How we helped New Jersey become the most vaccinated large state in America — twelve days ahead of schedule.
COVID Phase 1 Public Health Campaign. When COVID-19 hit New Jersey, the Department of Health faced a monumental challenge: vaccinate 70% of the eligible population by June 30, in one of the most diverse states in the country.
Millions stuck in "wait and see."
But in one of the most diverse states in the country, vaccine hesitancy, pandemic fatigue, and misinformation had millions of residents stuck in "wait and see" mode. Princeton Partners was selected as the lead communications agency for the largest public health initiative in New Jersey history.
Trust was the real barrier.
Across New Jersey's many communities, people weren't opposed to the vaccine. They were waiting to hear from someone they believed in. The path to vaccination required heart alongside head, delivered by voices each community already trusted.
Meeting people where they were.
We built a hyper-targeted content engine featuring real, trusted community voices speaking directly to the concerns and values of their audiences — meeting people where they were: linguistically, culturally, and emotionally.
The Creative.
Twelve days ahead of schedule.
New Jersey hit 4.7 million vaccinations — 70% of eligible residents — twelve days ahead of schedule, achieving the best vaccination rate of any large, diverse state in the country. Over 150 videos reached communities across New Jersey with messaging as diverse as the state itself.