Montgomery County (PA), working alongside Brownstein, has launched a new COVID-19 campaign, taking a shot at motivating the younger generation to stop procrastinating and get their COVID-19 vaccination. 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.
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.
Cupid is also making his rounds at a handful of popular local bars in downtown areas of Montgomery County this summer – encouraging daters to spread the word about getting vaccinated and the resources available to them to learn more about getting vaccinated.
Another component of the campaign 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.
