Measles Vaccination Campaign
Rapid response and statewide scaling to contain measles outbreaks.
In early 2025, a cluster of measles cases in southeastern New Mexico created a significant risk for statewide spread. The state required a fast, clear response to reach a population already tired of public health messaging. We launched a nimble campaign that scaled in real time alongside the outbreak, using plain language to rebuild trust and drive immediate action.
Client
New Mexico Department of Health
Timeline
February 2025 – July 2025
SCOPE
Emergency Response, Geo-Targeted Media, and Statewide Awareness
Result
659% Increase in Adult Vaccinations within the first four weeks
8,600+ additional pediatric doses administered throughout the campaign phases
675K+ full video completions across digital platforms, ensuring deep message resonance
4.1M+ digital impressions delivered through highly targeted channels
Real-time protection for communities in Lea County and beyond as the outbreak expanded
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The Situation
We deployed a three-phase strategy that mirrored the outbreak's trajectory. This started with hyper-local Meta ads focused on immediate prevention and grew into a statewide push across TV, radio, and digital search. By keeping the messaging consistent and direct, we made every touchpoint feel trustworthy
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
Phase 1: Immediate Response
We launched targeted ads in Lea County to address symptoms and prevention with zero friction.
Phase 2: Regional Expansion
As the virus reached five counties, we added statewide TV and radio rotators in both English and Spanish.
Phase 3: Statewide Push
A full digital activation across TikTok, YouTube, and CTV focused on exactly where and why to get vaccinated.
Integrated Alignment
All assets used a steady, calm voice to reset the public conversation.
The response prioritized clear, plain-language communication that stayed agile and evolved in real time to meet the rising urgency of the outbreak.
Agile systems adapted to real-time data
By matching the media spend to the outbreak’s trajectory, the DOH saw a 100% increase in total doses during the peak statewide push.
Simple guidance in a moment of crisis.
Families received plain-language information through familiar channels such as TikTok and local radio, making it easy to understand how to act now.
What We Delivered
Phased Campaign Strategy
A three-part response that expanded with the outbreak.
Bilingual Geo-Targeting
Meta ads in English and Spanish for specific high-risk areas.
Cross-Platform Reinforcement
Integrated search, CTV, and social placements to build frequency.
Seamless Action Path
Integrated landing pages and updated creative for real-time guidance.
Real-World Results.
%
Increase in total doses during the initial response period, with a +660% increase for adults in particular (vs. same periods in 2024)
%
Average CTR across digital platforms, peaking at 14% on high-intent search keywords.
%
Completion Rate on CTV video placements.
%
Adult vaccination increase (vs. same periods in 2024) even in the later phases of the campaign.
Why the Campaign Worked
Success was driven by the campaign's ability to track the outbreak in real-time. The steady, consistent tone across all channels ensured the message remained relevant as the situation evolved. By aligning media, creative, and data, we created a repeatable system that turned awareness into public health outcomes.
Key Insights
- Agile campaigns win when speed is combined with trust
- The tone of the message is as vital as the location of the target
- Integrated, repeatable messaging is the primary driver of public action
- Media and data must work together to deliver real-world results
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 creating human-centered solutions that connect real people with the resources they need to thrive.