Shoo the Flu

The Page Family Foundation (yes, the Page Family of Google-cofounding fame) set a goal to make kids, teachers and families healthier in Oakland, California. How? With Shoo the Flu, a free in-school vaccination program that required no insurance and no need for parents to take time off work for a doctor visit.

The challenge was to get the message across to a diverse, multi-generational and multilingual audience who was already skeptical about vaccines. I was the Copy Lead for the campaign, which ran for three flu seasons (and still continues today in some capacity).

Parents, teachers, and students—each requiring tailored messaging to ensure their comfort with the program and their understanding of its importance for the community.

To help put students at ease with getting a flu shot, we used cartoon flu characters and created coloring pages, stickers, and even real life-sized versions for the in-school events. One of my favorite tasks was naming the characters and writing their bios.

We created hard-working content for parents and teachers including a parallax website, print flyers, outdoor, video, social and more to generate awareness around the whole community and ensure everyone was on board. It was a fully integrated paid, owned and earned campaign with content translated into 6 languages and distributed to thousands of students and their families. The video below, which I concepted, scripted and directed in collaboration with our multimedia team, shows a day in the life of the program.

Campaign Elements