PHILADELPHIA, PA, August 10, 2021 – Montgomery County (PA) has launched a new COVID-19 campaign, taking a shot at motivating the younger generation to stop procrastinating and get their COVID-19 vaccination. Developed by Brownstein, one of the nation’s longest-running independent advertising and public relations agencies, the fully integrated, regional campaign targets individuals between the ages of 16 and 30, and does away with any traditional fear-based messaging for a more relatable, stand-out campaign in an otherwise crowded market. This campaign is being funded by resources the county received through the CARES Act.
“The task of getting vaccinated is a hot-button issue for pretty much all age groups. We knew the younger generations weren’t responding in any real significant way to the messaging of any campaign currently in the market,” said Gary Greenberg, Executive Creative Director at Brownstein. “We took a somewhat uncomfortable topic and created a humorous, fun campaign that really seemed to resonate with this audience. We stayed away from the fear factor and focused on really what’s important to them: to get back out there and have some serious fun.”
One component of the campaign, which is being launched in conjunction with Valley Forge Tourism and Convention Board, is a series of social media, online and outdoor ads titled “Don’t Procrastinate, Vaccinate,” which pokes fun at popular excuses that the younger population may use to avoid getting vaccinated, such as being too busy arguing with strangers online about whether or not pineapple belongs on pizza, or scrolling for hours on TikTok.
“The response on social media has been overwhelmingly positive thus far,” said David Shaw, Director of Client Services at Brownstein. “The younger population doesn’t want to be the reason for increased cases, no one does, and this unique campaign is successfully reaching the target demographic and shining a new perspective on the importance of getting vaccinated.”
Excuses aside, with the country slowly returning to a sense of normalcy, younger folks are especially eager to re-enter the social scene, which is why this new campaign takes aim at reminding them just what they’re missing out on by putting off such an important task. In particular, getting back out into the dating scene.
Unlike other campaigns that are incentivizing individuals to get vaccinated with cash prizes and trips, Brownstein’s approach stresses “Don’t miss your shot at love” to the Montgomery County community, especially after spending more than a year cooped up at home alone. The fun video spot features “Cupid” re-entering the dating world, and preparing for a big night out to tell his fellow love-seekers that by not getting vaccinated, they could be missing out on finding the love of their life. Regional users of popular dating apps like Bumble and Tinder will also receive a special message from Cupid as they exercise their swiping thumbs.
Didn’t match with Cupid? Don’t worry, it’s not a lost love connection yet, as Brownstein and Montgomery County bring the “Shot at Love” campaign to life in the downtown areas of Montgomery County by sending Cupid to make his rounds at a handful of popular local bars this summer. During these appearances, Cupid will be encouraging daters to spread the word about getting vaccinated and the resources available to them to learn more about getting vaccinated, such as the county’s website.
Brownstein is an independent advertising and public relations agency based in Philadelphia. Founded at the height of the Creative Revolution in 1964, we are one of the longest-running independent agencies in the country, offering expertise across brand strategy, advertising, public relations, social media, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on Brand Longevity™, and have worked with a range of companies including IKEA USA, Comcast Xfinity, DuPont™ Sorona®, TruGreen, The GIANT Company, ACI Worldwide, NJM Insurance Group, and Saint-Gobain North America. Brownstein is an Ad Age Small Agency of the Year, a PRNEWS Small Public Relations Firm of the Year finalist, and an inductee into Advertising Week’s Madison Avenue Walk of Fame.
About Montgomery County, PA
Montgomery County, Pennsylvania is one of the most diverse, historic, and economically vibrant counties in America. As the third largest county in Pennsylvania, Montgomery County is home to more than 830,000 residents and numerous major employers that have chosen to locate and expand in Montco. Within our 487 square miles, we have award-winning trails, parks, and historic sites including Valley Forge National Historic Park. There are also countless locations to shop, take in a show, or enjoy a wide range of local food and drink. County officials and employees take pride in serving the people who live, work or visit Montgomery County. To learn more, visit www.montcopa.org or follow Montgomery County on Twitter, Instagram, Facebook, LinkedIn, and NextDoor.