Opportunity

In the wake of COVID-19, vaccine fatigue and skepticism were rising—especially among older adults and people with disabilities. While access had improved, motivation had stalled. USAging needed more than awareness; it needed a way to reconnect emotionally with audiences who were cautious, overwhelmed, and tired of being told what to do. Yes& saw an opportunity to move beyond information—and reframe the meaning of vaccination itself.

Insight:

People are more motivated to protect others than themselves.

Solution

Yes& applied its positivity + possibility approach—accepting audience hesitancy as real, then building from it. Through research and stakeholder input, we uncovered a more resonant narrative: vaccination as an act of care for loved ones. This insight came to life through the “You’ve Got This” campaign, supported by a fully integrated media and creative system. Beyond campaign development, Yes& designed a scalable model—equipping more than 88 local organizations with customizable, bilingual toolkits so messaging could be delivered by trusted community voices. The result was not just a campaign, but a movement—consistent at the national level, yet personal in every community.