After more than a year of health and safety restrictions, the COVID-19 vaccine roll-out presented a light at the end of the tunnel for those eager to get back to normal life as we once knew it. However, despite their effectiveness and availability, the national vaccination rate lagged behind the CDC’s target goal.

As soon as the vaccines were approved for young people, we worked quickly but strategically to develop a “missed micro-moments” campaign that would help motivate Millennials and Gen Zers to roll up their sleeves and get vaccinated.