True, Also True
THE CLIENT
Boston Public Health Commission
THE CHARGE
Encourage hesitant adults of color to reconsider their decision to not get the COVID-19 vaccine.
THE CHANGE
Helped thousands of Boston residents protect themselves and their communities.
- Live-Action Video
- Digital Campaign
- Community Engagement
1,613,909 total completed video views
10 mobile billboard locations,
40 hours, 50,000 views
Powered by People
Changing behavior often starts with changing minds. The Boston Public Health Commission asked MORE to create a video campaign to reach adults of color, 18-40, who live in Boston communities with low vaccination rates. In order to do so, we needed a stigma-free, empathetic approach that spurred action.
Powered by Mission
Our client’s mission was to encourage people to re-examine familiar data in a new framework in order to arrive at a different conclusion about the COVID vaccine. Enter True, Also True, an inversion of the true/false construct that both acknowledged fears and presented facts.
Powered by MORE
Creativity never sleeps, and neither did the video team on the True, Also True night shoot—but it was worth it. The video was the keystone to a targeted, multichannel campaign that led to a significant uptick in vaccinations (including 700 residents being vaccinated in the campaign’s first clinic) and won a Platinum International MarComm Award.
