There is currently a low percentage of people getting the flu vaccine and the number continues to decline. We have found that among the many reasons keeping people from getting vaccinated, the majority simply do not see the need for it or trust the protection. They are defined as the “inbetweeners”, people who aren’t specifically for or against vaccination.
Our solution is to illustrate the protective effects of the flu vaccine through overexaggerated imagery of the “ick” in life. “Repel the Ick” is a call to action encouraging people to repel the risk of contracting the flu by getting vaccinated.
Through color and texture, our executions depict a comfortable person shielded from contaminated and uncomfortable surroundings by a protective bubble. These executions serve as visual metaphors for how the flu vaccine repels the flu and the risks of contraction.
To feature the campaign and give viewers a crash course in flu101, we created a microsite. This fun page features a protective bubble that battles the "ick" as the viewer scrolls through the page. I directed the UX/UI of the microsite and animated prototype below.
Watch the video below to see it in action.
As a digital extension of our print campaign, sponsored commercial-free online radio listening and TV viewing will take place during National Flu Week. With every visit to Flu.gov, an extra 10 seconds will be added to commercial-free airtime, encouraging audience interaction. For this extension I was responsible for guiding the concept and the initial layout and design.
The ambient advertising for this campaign was approached in several ways. The first was to place print ad's in unexpected locations. The second application was through clean advertising. By finding dirty grimy walls, a template was applied and pressure washed to revel the campaign message. The last ambient ad was created by using an innovative chemical solution which repels liquid. This application was placed in wet climates and only revealed when it rained or snowed. My role in this component was primarily art direction and photo manipulation.
For businesses who want to provide employees with the vaccination, individuals who were unable to travel to a flu administer, or just people who happen to pass by, the flu bus makes it easy for everyone to get a vaccine.