Breaking Barriers, Saving Lives with Bold Messaging

Facing rising COVID-19 hospitalizations among certain  demographics, VCU Health partnered with BPD to create a bold, gutsy campaign aimed at overcoming vaccine hesitancy. Through targeted research and deep data analysis, BPD identified key subgroups—Black, Hispanic, rural, women, and younger Virginians—who were less likely to get vaccinated. The result was the “This Sh💛t Matters” campaign, designed to cut through the noise with real, relatable messaging that elevated community voices. Leveraging media placements, paid social, digital out-of-home, and more, the campaign emphasized the importance of vaccination in reclaiming cherished experiences. Within three months, the campaign achieved significant results: over 10,000 webpage views, a 27% increase in system awareness, and a 10% decline in reported vaccine hesitancy. This provocative approach marked a milestone in VCU Health’s commitment to courageous marketing and public health advocacy.