MPOX VACCINE
AWARENESS CAMPAIGN
In Spring 2023, I designed and led the MPOX Vaccine Awareness Campaign for the Los Angeles County Department of Public Health (LADPH). Collaborating with Public Health officials and partners in sexual health community outreach, I developed two creative concepts and defined key messaging. The campaign, featuring playful illustrations and animations, effectively conveyed essential vaccine information, aiming to spread awareness—not fear—and encouraging at-risk individuals to receive the 2-dose vaccination. This campaign won the 2023 DotCOMM Gold Award for Digital Marketing & Communication Campaigns, was adopted by other Public Health Departments nationwide, and received an Honorable Mention for PR Daily’s 2023 Content Marketing Award. Due to its success, the campaign has been requested for use again in 2024.
OVERVIEW
In response to the 2023 MPOX virus outbreak, LADPH requested a campaign to raise awareness about the virus and promote vaccination within the LGBTQ+ community. Given that the MPOX virus requires a two-dose vaccine for effective prevention, the campaign needed to be attention-grabbing and speak directly to the community most effected by the outbreak. To ensure comprehensive outreach and inclusivity, it was developed in both English and Spanish, and advertisements were placed in strategic locations such as LGBTQ+ communities, dating apps, health clinics, bars and restaurants.
APPROACH
To ensure the MPOX Campaign resonated with the LGBTQ+ community in Los Angeles County, we began by conducting in-depth interviews with community leaders and members. This helped us define the optimal look and feel for the campaign and understand the motivations driving the community.
Our strategy was comprehensive, utilizing traditional media outlets to achieve broad visibility. We placed impactful advertisements on billboards, bus shelters, and in both print and digital publications such as the LA Times, LA Blade, Pride LA, Advocate, Out, Q Voice News, WeHo Times, Gayety, LA Daily News, San Gabriel Valley Tribune, and Press-Telegram.
However, we recognized the importance of meeting the LGBTQ+ community where they are most active and engaged. To this end, we extended our reach to popular dating apps like Grindr, Sniffies, Hornet, Scruff, and Adam4Adam. Additionally, we aired radio and streaming PSAs to maximize engagement.
Understanding the significance of social venues, we targeted nightlife spots with creative messaging. We utilized restaurant and bar coasters, table tents, and mirror cling signage to ensure the campaign was visible in places where the community would be most responsive. This multifaceted approach ensured that our message was seen and heard by the LGBTQ+ community in environments where they felt comfortable and attentive.
To maximize attention and tailor our creatives to best fit each outlet, we employed two distinct styles. Firstly, I created an emoji-style illustration using commonly used emojis within the community. This provided a fun and eye-catching campaign, particularly effective for both out-of-home displays and digital dating apps. Secondly, we adapted the same creative concept by drawing inspiration from neon signs and nightlife aesthetics. This style was utilized for out-of-home advertisements and in restaurants and bars, emphasizing the vibrant and energetic atmosphere of these locations.
REACTION
The MPOX Campaign achieved remarkable success in its first year. Over the two months the campaign ran, it reached over 34,851,249 individuals across digital publications, dating apps, and PSAs. This extensive reach was complemented by countless impressions from billboards, bus shelters, print publications, restaurants and bars (including table tents, posters, digital impressions, and other mentioned mediums) over the same period.
The campaign’s was awarded the 2023 DotCOMM Gold Award for Digital Marketing & Communication Campaigns and an Honorable Mention from PR Daily’s 2023 Content Marketing Award. The success of this campaign also led to its adoption by other Departments of Public Health across the country, further amplifying its impact.
Given the campaign’s success in its initial year, it was relaunched in 2024 to continue educating and protecting the community against the ongoing threat of MPOX.
