CareFirst
Let's Make A Deal.
How do you get people to step up and stop a pandemic?
Client Challenge
After nearly a year of one of the worst public health crises in over a century, COVID vaccinations began to roll out. For CareFirst, the largest healthcare insurer in the Mid-Atlantic region, it was an opportunity to protect their communities. But how do you drive vaccination adoption when nearly half of all Americans did not trust the safety or efficacy of the vaccine?
Planit's Solution
We brought 11 everyday people into homes across the DMV, asking one critical question, face to face: “If I get the vaccination for you, will you do it for me?”
In the process, we positioned CareFirst as a proactive advocate and thought leader during an unprecedented health crisis.
For you. For me. For all.
Just like wearing a mask and social distancing, getting the vaccination was as much about caring for others as it was caring for yourself. So we wanted our audience to see and hear from people who felt real and relatable.
Taking our best shot.
We kicked off our campaign on the biggest possible stage: the Super Bowl. Our purposefully pensive call to action, featuring a diverse collection of real people speaking directly to our viewers, cut through the clutter of over-the-top spots.
Connecting across our communities.
After our Super Bowl launch, our fully integrated campaign made its way to bus stops, billboards, digital, social, and anywhere else the CareFirst communities spent their time during the pandemic.
Viral, in a good way.
With a plethora of misinformation spreading across the internet, our social campaign served as a safe space of sorts—pleaing to our shared humanity to help destigmatize the selfless act of getting the vaccination.
