We Can Do It
Public Health Campaign
Role: Research & Concepting, Visual Identity, Design
Client: Cleveland MOTTEP (Minority Organ & Tissue Transplant Education Program)
Agency: Sweeney
Cleveland MOTTEP, in partnership with Centers for Dialysis Care, was one of 100 community-based organizations awarded a grant from the CDC Foundation to support measures to increase influenza and COVID-19 vaccination confidence and coverage in 2021. Populations with underlying conditions and/or experiencing racial and ethnic disparities in the United States are disproportionately affected by COVID-19, at serious risk for illness from COVID-19, and at high risk for complications from influenza infection. This campaign encourages dialysis patients, families, and caregivers in Cuyahoga County, Ohio, as well as surrounding communities, to get vaccinated.
Out-Of-Home Advertising
The campaign’s visuals are inspired by the iconic Rosie the Riveter campaign. The arm flex pose proudly shows off vaccination bandages and is combined with bold, clean typography and an encouraging call to action. A bright, broad color palette lends a touch of friendliness and reassurance while representing community support and unity. Specific color pairings are assigned to each category of visuals—teal and orange represent COVID-19, mint green and fuchsia represent the flu, and bright yellow and magenta are used for non-specified materials. Billboards, bus shelter advertisements, and bus interior signage were developed to reach public transit users and passerby.
Patient Newsletter Spread
A spread highlighting the importance of getting vaccinated against COVID-19 and influenza and offering support for questions and scheduling was featured in Centers for Dialysis Care's Winter 2022 Patient Newsletter.
Landing Page
An eye-catching landing page graphic was created for Cleveland MOTTEP’s website, where visitors could obtain information about vaccination and assistance with scheduling appointments.
Supporting Materials
Yard signs and car magnets were developed to be handed out at events like Greater Cleveland Food Bank drives, healthcare fairs, and at Centers for Dialysis Care’s facilities.
Campaign Results
The campaign resulted in thousands of additional vaccinations given in Cuyahoga County and the surrounding community.
