By 2024, booster uptake had dropped to roughly 27%, even as COVID remained a top-five cause of death. Research revealed a 62% "moveable middle" — residents who intended to get boosted or leaned favorable but hadn't acted. They didn't need convincing. They needed a nudge.
A 62% "moveable middle."
Princeton Partners had led the largest public health initiative in New Jersey history, helping the state reach 4.7 million COVID-19 vaccinations. But by 2024, booster uptake had dropped to roughly 27%, even as COVID remained a top-five cause of death.
They didn't need convincing. They needed a nudge.
Two directions. One behavior.
That finding shaped two campaign directions, each designed for behavior change from a different angle — both converging on a single behavioral mechanism.
Reframed vaccines as part of overall wellness, not a response to crisis — something that makes everything you already do a little healthier.
A fresh, visceral, and humorous approach. You might take precautions — but other people maybe aren't. A reminder COVID is still circulating close by.
The Creative.
Awareness, turned into intent.
The campaign delivered outsized reach and lift across every measure — from statewide impressions down to community events in barbershops, salons, and coffee shops across 36 neighborhoods.