MPOX VACCINE
AWARENESS CAMPAIGN
34M+
IMPRESSSIONS
360°
CAMPAIN
As Executive Creative Director at Team Friday, I led the MPOX Vaccine Awareness Campaign for the Los Angeles County Department of Public Health (LADPH). Partnering with community leaders, public health officials, and sexual health organizations, I developed creative concepts and key messaging designed to resonate with at-risk communities. Using playful, emoji-style illustrations and approachable copy, I transformed essential vaccine information into a relatable, culturally relevant campaign. The effort drove record sign-ups at vaccination sites, earned a 2023 dotCOMM Gold Award for Digital Marketing & Communication Campaigns, and received an Honorable Mention from PR Daily’s 2023 Content Marketing Awards. It was adopted by other public health departments nationwide and due to its impact and success, LADPH brought the campaign back during the 2024 MPOX outbreak.
OVERVIEW
The 2023 MPOX outbreak was a major health risk to the public, particularly the LGBTQ+ community. LADPH came to Team Friday to create a campaign to raise awareness about this virus and promote vaccination. The vaccine requires two-doses for effective prevention, so 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 we placed OOH, digital, print, video, and PSA advertisements in strategic locations such as LGBTQ+ communities, dating apps, health clinics, bars and restaurants.
My strategy utilized traditional and novel media outlets to achieve broad visibility within the community. We strategically placed impactful advertisements on billboards, bus shelters, radio/streaming, 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.
Through my preliminary research, I insisted on placing ads where the LGBTQ+ community where they are most active and engaged. We extended our reach to popular dating apps like Grindr, Sniffies, Hornet, Scruff, and Adam4Adam.
For deeper ad placements I targeted nightlife spots utilizing restaurant/bar coasters, table tents, and mirror cling signage to ensure the campaign was visible in places where the community would congregate and be responsive. This multifaceted approach ensured that the message was seen and heard by the LGBTQ+ community in environments where they felt comfortable and attentive.
APPROACH
To ensure the MPOX Campaign resonated with the LGBTQ+ community in Los Angeles County, I began by conducting in-depth interviews with community members and trusted leaders in the LGBTQ+ community. This provided insight into key motivators and communication avenues to help define the optimal look and feel for the campaign.
To reduce redundancies, maximize attention and tailor creative to best fit each outlet, I employed two distinct styles for all the creative.
For dating apps, OOH and community wellness centers, I created an illustrative style of utilized commonly used emojis within the community. This provided a fun and eye-catching campaign that was accessible and conversation starting.
In restaurants, bars, and strategic OOH, I drew inspiration from neon signs and nightlife aesthetics. This style emphasized the vibrant and energetic atmosphere of specific locations.
REACTION
The MPOX Vaccine Awareness Campaign achieved remarkable success in its first year. The campaign 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.
Over the two months of the campaign, it reached over 34M impressions 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.
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.