Don’t Wait, Vaccinate
Rebuilding public health trust through high-visibility, parent-focused engagement.
Post-pandemic, childhood vaccination rates in New Mexico dropped. Families missed scheduled doses, and skepticism made re-engagement difficult. To address this, the Department of Health needed to reach parents in their daily routines. The solution was a multi-channel campaign that simplified the path to care while rebuilding foundational trust.
Client
New Mexico Department of Health
Timeline
Post-Pandemic Re-engagement
SCOPE
Statewide Awareness Campaign & Multi-Channel Media Strategy
Result
50.2M+ Total Impressions Across Digital and Offline Channels
50.2M impressions across digital and offline channels
14K+ clicks to DOH immunization info
967K+ completed video views and 905K audio plays
Ready to build what's next?
The Situation
After COVID-19, routine childhood vaccinations stalled. Public health messages struggled to motivate action because trust in the science had been shaken. The Department of Health needed a strategy to meet parents where they already spend time, using language that felt
familiar.
The Solution
We launched a multi-channel campaign that utilized digital media alongside high-trust offline placements. This approach made it easy to act. By combining targeted digital ads with physical signage, we created a clear connection to care.
The Strategy
Targeted Digital
Meta was used to reach younger parents, while Search focused on Gen X mothers seeking health information.
High-Trust Offline
We reinforced digital messages by placing billboards and grocery store ads in daily routines.
Contextual Relevance
Media ran during family-oriented programming like the NBA Finals and Abbott Elementary.
Actionable Tech
Video and CTV spots included QR codes to provide an immediate link to DOH information.
Strategy focused on reaching parents by meeting them in their daily lives to bridge the gap between vaccine awareness and actual healthcare access.
Data-driven placement maximized the budget.
By shifting media spend to high-performing channels such as CTV and Search, the DOH
achieved massive reach with precision.
Familiar spaces built immediate credibility.
Parents encountered helpful reminders at the grocery store or on their favorite shows. QR codes offered an instant link to care.
What We Delivered
Statewide Media Campaign
A digital and physical strategy built on ease of access.
Parent-Focused Messaging
Creative tailored for every channel and audience segment.
Actionable Creative
Video and CTV spots equipped with scannable QR codes.
Strategic Media Buys
Placements aligned with high-traffic family spaces.
Real-World Results.
Total Campaign Impressions
Total Link Clicks to DOH Resources
%
of Meta engagement came from the 25–34 parent demographic
%
of Search clicks were driven by women aged 35–44
Why the Campaign Worked
The campaign succeeded by prioritizing consistency.
By choosing platforms where parents already engage, the messaging felt like a natural part of their day. The combination of recognizable creative and fast-action paths via QR codes lowered barriers for families to re-engage.
Key Insights
- Catch-up care requires both visibility and trust
- Cross-platform consistency helps lower engagement friction
- QR codes bridge the gap between awareness and access
- Contextual placements in parent spaces boost overall relevance
Real Time is built on a commitment to people. We prioritize the well-being of the families we reach, the clients we support, and the communities we serve by developing human-centered solutions that connect real people with the resources they need to thrive.