Strategy
The Virginia Department of Health’s (VDH’s) Little Things Campaign emphasizes three small but powerful health habits that help prevent the spread of respiratory illnesses: washing hands, covering coughs and sneezes, and getting immunized.
Challenge
Virginia communities experience increased morbidity and mortality during each respiratory season due to the spread of influenza, respiratory syncytial virus (RSV), and COVID-19. While older adults, young children, pregnant people, and individuals with underlying health conditions experience the greatest risk of severe outcomes, community transmission affects the entire population, including people with mild illnesses who experience missed work or school, disrupted daily activities, and reduced time with loved ones. For health departments and public health communicators, respiratory illness prevention messaging might become fragmented by virus, audience, or recommendation type (e.g., universal, risk-based, shared clinical decision making). This fragmented messaging strategy can cause confusion to the general public as they are expected to keep up with guidance for multiple viruses at once. This can make prevention messages harder to follow, and when recommendations feel complex or frequently changing, basic protective actions may be overlooked. Virginia health departments need prevention messaging that reinforces shared, everyday behaviors that apply broadly, can be repeated throughout the season, and remain relevant across populations and viruses.
Solution
The Little Things Campaign addresses respiratory season messaging challenges by focusing on a small set of prevention behaviors that apply across influenza, RSV, and COVID-19. The campaign centers on three actions: washing hands, covering coughs and sneezes, and staying up to date on recommended immunizations. This approach allows health departments to deliver consistent guidance that remains relevant regardless of which respiratory virus is circulating. Messaging is designed to be simple, practical, and easy to repeat throughout the season. Each prevention behavior was paired with recognizable “little things” characters, which helped create visual consistency across platforms. The immunization component encourages individuals to speak with a health care provider about which vaccines are appropriate for their age or health status, keeping the message straightforward while reinforcing vaccination as a core prevention strategy. Materials developed included social media graphics, flyers, and videos, available in both English and Spanish.
Campaign materials were disseminated through:
- An external VDH website
- Internal VDH website/communications hub
- Social media (Instagram, Facebook, and LinkedIn)
- Movie theaters
- Internal and external partner presentations, such as immunization action planners, immunization coalitions, school nurses, and immunization information system (IIS) users
- Statewide radio and television public service announcements (PSAs)
Partner organizations that helped share campaign materials include:
- ImmunizeVA
- Virginia Recreation and Park Society
- Richmond, Henrico, and Chesterfield Public Libraries
- Virginia Restaurant, Lodging & Travel Association
- Virginia Department of Education
Outcome
Between September 1, 2025 – January 30, 2026, The Little Things communications toolkit webpage (the external VDH website) had been viewed 1,884 times and 635 files had been downloaded. Tracking results were impacted by budget cuts; however, anecdotal feedback received by partners was positive overall. Partners reported that campaign materials were fun, approachable, and it was found to be valuable being able to use beyond the respiratory season.
Supplemental Materials
- Communications Toolkit: Social media graphics, flyers, and videos in English and Spanish
- Press Release: Central Shenandoah Health District Encourages the ‘Little Things’ to Protect Against Respiratory Illnesses This Fall
- Campaign Partner Collaboration: Flyer used to promote materials to parks and recreation partners
- The Little Things videos: Short videos that can be incorporated into communication efforts