CareFirst BlueCross BlueShield
With a proven track record of delivering innovative and impactful advertising, Brent Weigelt was selected as a contractor brand designer to contribute to several special projects.
The Challenge: Encouraging Vaccinations Through Trust and Incentives
The COVID-19 pandemic presented unprecedented challenges, with one of the most significant being vaccine hesitancy. Despite the availability of life-saving vaccines, many communities, particularly in underserved and low-income areas, faced barriers to getting vaccinated. Distrust in healthcare systems, misinformation, and logistical hurdles created a gap in protection, leaving vulnerable populations at greater risk.
Focusing on DC’s Heart: Reaching Underserved Communities
In Washington, DC, lower-income demographics were among the hardest hit, both by the virus and by the challenges of accessing vaccines. CareFirst BlueCross BlueShield Community Health Plan Maryland (CareFirst CHPMD) recognized the urgent need for targeted outreach to address these barriers.
“The campaign addresses vaccine hesitancy and barriers such as limited access to healthcare or vaccination information.”
Your Shot, Your Health, Your Reward
Personalized letters with clear, easy-to-read instructions delivered directly to CareFirst CHPMD members.
Your shot to protect yourself, your loved ones, and your community—plus $100 in your pocket! Get fully vaccinated and receive a $100 gift card as our thank-you for doing your part to end COVID-19.
Call-to-Action Highlights: Headlines like “Don’t Miss Your Shot” and “Kick Off the New Year with $100 in Your Pocket” create urgency and emphasize the tangible benefit.
Designing Trust: Visuals That Resonate with Community Values
The campaign imagery is designed to resonate with the target demographic while staying aligned with the CareFirst CHPMD brand. Key elements include:
Community-Focused Themes: Images of diverse individuals, reinforce a sense of unity and collective action.
Warm, Trust-Building Colors: The use of CareFirst’s signature blue color pallete, complemented by vibrant accent colors, evokes trust, reliability, and optimism.
Accessibility-Centered Design: Simple, direct visuals and text ensure the message is clear and actionable, even for those with limited literacy or access to complex information.
Health and Hope: Bridging the Gap with Incentives and Impact
By addressing vaccine hesitancy with culturally relevant messaging and a clear financial incentive, the campaign aimed to reduce barriers and drive vaccine uptake among DC’s lower-income communities. The $100 gift card served as both a practical reward and a motivator, emphasizing that protecting health can also bring immediate, tangible benefits.