AUCKLAND, Today: A covid-19 vaccine-awareness campaign, devised by US/NZ agency TimeZoneOne and US partner agency Schafer Condon Carter for the Illinois Department of Public Health, has picked up a regional US Emmy Award from the National Academy of Television Arts and Sciences in Chicago.
The On the Fence campaign was recognised for Outstanding Achievement for a Commercial in the Commercial Campaign category.
The campaign was developed by TZO teams in Christchurch and Chicago. It featured 18 real-life stories from Illinois residents who were initially hesitant about receiving the vaccine, but are now fully vaccinated.
It was launched in January 2021 as covid infection cases in Illinois continued to spike statewide particularly in rural areas. The campaign’s target audience was driven by data.
“Utilising our talent in Christchurch and Chicago meant we could respond quickly to the incoming data, creating highly targeted messages within incredibly tight time-frames.”
A series of nine surveys of more than 2,000 residents over a year and a half identified a significant number of people who were ‘on the fence’ about receiving the COVID-19 vaccine but could still be persuaded.
Chicago-based TZO ceo Daniel Thomas said: “To receive a prestigious Emmy Award means the world to everyone who contributed to this emotional public health campaign highlighting such heartbreaking and lifesaving stories from people directly impacted by the virus.
“Utilising our talent in both Christchurch and Chicago meant we could respond quickly to the incoming data, creating highly targeted messages within incredibly tight time-frames.
“We are extremely proud of this campaign and the significant impact it had to decrease the unvaccinated rate in Illinois from 18% to 9% in just a few months.
“On the Fence debuted in both English and Spanish through a variety of traditional and online media channels, including cable, broadcast and connected TV; streaming audio and radio; billboards and bus shelters; digital display and video; print and social media.
State of Illinois: Leah Beardslee – Deputy Press Secretary, office of Governor JB Pritzker
TZO US & NZ ceo: Daniel Thomas
Executive Director, Production (US): Dennis Bannon
Director, Brand Strategy (US): Joe Raser
Account Director (US): Kelly Christoffer
Account Supervisor (US): Jackie Smith
Creative Director (US): Ron Sone
Senior Editor (US): Tiffany Dotson
Video Editor (NZ): Ruby Bowden
TZO senior content manager (NZ): Cameron Taylor (Chch)
TZO is a global community of strategists, storytellers and creators. Born in New Zealand in 1994, TZO has offices in Chicago, Christchurch and Canada.
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