Vaccines Are Another Part of Growing Up: Santa Clara County Childhood Immunization Campaign
Goal: Normalize routine childhood vaccination, raise awareness of the importance of getting children vaccinated on time, and encourage caregivers to catch their children up if they’re behind on recommended or required vaccinations (including the COVID vaccine) in Santa Clara County, California.
Overview: JSI developed the multi-media, multilingual campaign, Vaccines Are Another Part of Growing Up, on behalf of the County of Santa Clara Public Health Department. Launched in April 2023, the campaign likens vaccination to important, positive childhood milestones, like a child’s first words or first birthday. JSI conducted extensive formative research with parents, caregivers, community partners, and stakeholders to inform the campaign’s concept, messaging, and visual design and ensure it resonated with the priority populations. Each message was adapted in English, Spanish, and Vietnamese, and distributed through a variety of communication channels including digital and traditional advertising, local outreach events, and a community mural. JSI also distributed campaign-branded educational materials to community members and healthcare providers.
Results: JSI’s social marketing campaign has helped encourage Santa Clara County residents to ensure their children get vaccinated. Across all media channels, the estimated total reach of Vaccines Are Another Part of Growing Up in Santa Clara County was over 33 million impressions. Between April and July 2023, at least 17,000 unique users visited the campaign landing pages.