Messaging that captures interest and promotes social connection is key to reaching under-served populations. Here’s a brief round-up of three recent viral campaigns targeting key audiences.
Vax That Thang Up by Juvenile, Mannie Fresh, and Mia X
BLK, a dating app for Black singles, recently made the news because of an unexpected remake: Rapper Juvenile’s “Vax That Thang Up” is a throwback to 1998’s chart-topping hit by a similar name: “Back that Thing Up.”
Juvenile, Mannie Fresh, and Mia X join forces in a music video that’s a visual mash-up of millennium-era nostalgia with 2021 hottest accessory: a COVID-19 Vaccination Record Card.
Over three million viewers heard the following lyrics in the two weeks since it’s debut on YouTube: “[B]efore you find a date yeah, you gotta wait yeah / Gotta go vaccinate yeah, get it straight yeah” and “I know you can’t stand it / No holding hands, chick / But when we get the shot, wе gonn’ be romancing / Girl, you can be the queen / Aftеr quarantine.”
“It did not have to be that way.” Baltimore City Health
Baltimore City Health is not playing games. Their social media feed celebrates them as America’s oldest, continuously-operating health department, working toward a healthier Baltimore since 1793. Their most recent vaccination outreach campaign highlighted the risks inherent in a COVID-19 infection among the unvaccinated, by citing “130 people died. It did not have to be that way.”
Statistics touting the efficacy of the vaccines started to make waves following the CDC’s announcement that vaccines are working so well that, “nearly every death [in the US], especially among adults, due to COVID-19, is, at this point, entirely preventable.” (Source: AP News)
“With each vaccination, life starts again.” Provence-Alpes-Côte d’Azur Health Department (France)
Targeting young people, a health authority located in the Provence-Alpes-Côte d’Azur region of France has recently released a vaccine marketing campaign featuring two people kissing with the tagline: “Yes, the vaccine can have desirable effects.”