Vaccines for Anti-Vax Land

IPA Effectiveness Awards Case Study 2024

Despite high COVID vaccine availability, mortality rates in the conservative Permian Basin region of Texas and New Mexico were double the US national average and vaccination rates were low. Research uncovered a barrier to getting vaccinated was not the vaccine itself but the risk of community ostracization. To address this, the “Attack the Virus, Not the Vaccinated” campaign re-established COVID as the real enemy by legitimizing the intimately personal reasons the community had for getting vaccinated. It drove a 73% increase in vaccinations among undecided residents and a 13% increase overall across the region; and it is estimated that communications saved more than 1,600 lives and at least $607m in hospital costs.

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Client Statement

Tracee Bentley, President and CEO, Permian Strategic Partnership

We saw many members within our close-knit communities – our families, friends, and co-workers – get sick at alarmingly high rates, so we wanted to do something that could immediately change this trajectory. This was particularly challenging because of the cultural norms in our area. By telling the personal stories of our community members, who care so deeply about their families, their responsibilities, and their jobs, we reminded everyone that the virus was the true enemy, not those who were trying to protect themselves and their loved ones. The campaign had an immediate impact in reducing the stigma of getting vaccinated and delivered significant results.