The challenge set by the Veneto Region’s Prevention Directorate was to build a vaccination campaign able to break down prejudice and reach a very broad target: children, young people, adults, parents and the elderly. We began with a socio-behavioral analysis of the audience, uncovering varying sensitivities to the topic, which we then engaged with messages tailored by age group and context.

“Strong as a small gesture” is the claim of a campaign with a deeply empathetic approach, able to connect with people and spread scientific awareness about vaccination. It is a metaphor for everyday life, for those very gestures that vaccines make possible. 

The assets created accompany the targets throughout the entire journey, both on- and offline: OOH, print pages, clinics, schools, pharmacies, digital ADV, website, e-mail marketing and letters from the Region.