Take One for Your Team
Challenge
While black and brown communities are over-represented when it comes to COVID cases, they are under-represented when it comes to COVID vaccinations. Approximately 26% of white adults are reported to be taking a “wait and see” approach to becoming vaccinated, while this rate increases to 37% for Hispanics and 43% for black Americans.
Objective
Drive awareness and adoption of the COVID-19 vaccine among lagging market segments in the black and hispanic communities.
• Increase vaccine market share in priority markets.
• Introduce net new patients into the Kroger Health ecosystem.
• Continue to build the Kroger Health brand.
Client // Kroger Health and Major League Baseball Players' Association
Role // VP of Creative
INITIAL CONCEPTS
Creative Direction
We loved the powerful and engaging tagline: "Take One for Your Team" as it emphasized the importance of "One Team." This concept utilized the star power of athletes for the greater good of communities. This campaign offered fan participation and engagement.
With a successful pitch and buy-in from the stakeholders, our next steps were to align on scope, finalize partnership terms, build out the website, set up and execute photo and video shoots, create guidelines and set principles for all the assets, execute production for all corresponding stores and launch the campaign. This was all done in one month.
CREATIVE GUIDELINES
POS EXAMPLES
Together
If this global pandemic has taught us all one thing, it is that we are stronger when working together. A return to normalcy continues to depend on all of us doing our part, while looking to our community leaders to help guide the way. Among the most admired of those leaders are the professional athletes who have kept us entertained and the healthcare providers who have kept us safe during these challenging times.
Together, they’ve worked with their teams to help ensure we can protect ours.
