Over the last two and a half years, COVID-19 has impacted the world in countless ways. And, the path forward has been windy, especially with the development and distribution of the vaccine. Before it was available, many expressed hesitation in regards to its safety. 

Since the beginning, the CDC claims getting the COVID-19 vaccine can slow the spread of the virus and put an end to the pandemic. To combat widespread hesitation and make a difference (especially among parents with children), Code3 partnered with Direct Relief and Meta to test two different techniques for promoting the vaccine including Social Norming and Aspirational Messages/Personal Choice.

The campaign reached approximately 1.4 million adults ages 25-49 in states with below average vaccination rates, 153K clicks to the vaccine resource page and yielded statistically significant results in shifting attitudes about social approval for the vaccine.

Code3’s collaboration with Direct Relief and Meta Insights for Impact found that messages emphasizing social norms and personal choice can be effective at building vaccine confidence, takeaways that may assist in the development of future messaging strategies targeting communities with low vaccine adoption.​