Strategy
The Philadelphia Department of Public Health’s immunization program developed and implemented an innovative approach to increase vaccine confidence and uptake using trusted local social media influencers. This strategy has been deployed across multiple mass media campaigns—including those for DTaP, HPV, COVID-19, and general vaccine confidence—allowing them to extend their public health reach to audiences that may not engage with traditional messaging.
Challenge
The Philadelphia immunization program wanted to revitalize community engagement in order to strengthen vaccine confidence and public trust. There was a need to improve visibility of local vaccination resources to help build general awareness. The program identified multiple demographics that needed tailored messaging including Black and Latinx residents, young adults age 25-35, older adults age 60+, and parents/caregivers of children age 9-17.
Solution
The Philadelphia immunization program launched a series of mass media campaigns via Instagram, Facebook, TikTok, out-of-home placements, and print materials. The campaigns leveraged a number of tactics including influencer marketing. To target communications, the communications team identified communities in Philadelphia with lower vaccination coverage using immunization system data. They sought age, gender, race/ethnicity, and zip code data, segmented by year. The advertising agency that they contracted for campaign management support and media buying identified most influencers, with immunization program staff identifying others. Platforms for influencer content were determined based on the platforms that the influencers already used and had the most audience reach. Influencers were given general parameters and ideas for content, which the program drafted, and then reviewed content to ensure accuracy.
Outcome
The immunization program launched the following media campaigns in select Philadelphia zip codes:
- The DTaP vaccine media campaign focusing on promoting the fourth dose of the vaccine, aimed at parents and caregivers of children age 0-5, ran from August to November of 2024. The campaign utilized a mix of paid media strategies, including social media, out-of-home placements (e.g., bus shelters), and influencer collaborations. Combined English and Spanish digital ads achieved over 2.2 million impressions and generated more than 20,000 clicks. Additionally, 19 static bus shelter banners were placed in high-priority areas near daycares and preschools, reaching an estimated 10.2 million impressions. The campaign also engaged with 11 local parenting and community Facebook groups, resulting in a potential reach of 107,700.
- The HPV vaccine media campaign, aimed at parents and caregivers of children age 9-17, ran from August to November of 2024. The campaign employed a range of paid media tactics, including social media, out-of-home ads (e.g., bus shelters), community outreach, and influencer marketing. Combined English and Spanish digital ads achieved over 2 million impressions and generated more than 22,000 clicks. Out-of-home efforts featured 17 static bus shelter banners in key zip codes near elementary, middle, and high schools, delivering an estimated 9.1 million impressions. Additionally, partnerships with 43 community organizations—such as after-school programs, recreation centers, libraries, pediatric offices, and clinics—facilitated the distribution of 760 flyers, 345 palm cards, and 129 posters, resulting in over 71,000 impressions.
- The COVID-19 vaccine campaign, aimed at older adults age 60+ and people with chronic health conditions, ran from November 2024 through March 2025. The campaign employed a range of paid media tactics, including social media, out-of-home ads (e.g., bus wraps, billboards), and influencer marketing.
- The adult vaccine confidence campaign, aimed at young adults age 25-35, ran from April 2025 to August 2025. The campaign employed a range of tactics including social media, influencer marketing, and the development of provider- and public-facing print materials.
Supplemental Materials
- Short-form video content highlighting personal reasons for vaccination
- Clinician advocacy for particular vaccines
- General immunization promotion, bolstered by a community health message