COVID-19 Vaccine Campaign for Walgreens
Concepts • Editorial Development • Script Writing • Creative Direction
The challenge: As a federal government partner during a global pandemic, Walgreens needed to educate customers about the COVID-19 vaccine.
The solution: To accommodate the ever-changing information unfolding during the pandemic, we developed a “series playbook” — a templated approach to strategically develop and optimize content — so we could execute social and online video content quickly in different styles, ranging from animated explainers to patient documentaries. Remote shoots, small crews, a dedicated post-production house, and this Series Playbook allowed us to create over 400 pieces of Covid content in one year (and win a few awards along the way!)
Awards:
Viddy 2023 Gold Winner | Social Media Video
Viddy 2023 Platinum Winner | Long-form Video
Production: Hogarth Worldwide
Word on the street
Real and relatable on-the-street interviews gave Walgreens customers a platform to speak candidly about how their experiences navigating the pandemic. Through this series, we connected with our audience by bringing empathy and humanity to public health issues.
Patient stories
From overcoming vaccine hesitancy to life after the shot, these documentary-style vignettes captured real people in their own environments, telling their authentic stories in their own words. Through interviews, on-site footage and user-generated content, we gave our patients a platform to share their lived experiences.
Science, simplified
This animated educational series makes complex health topics accessible with easy-to-understand explainer videos. Using Walgreens’ branded illustration style, we utilized this format to explain anything from how the COVID-19 virus mutates to how Walgreens keeps the vaccine cold.
Fast facts
Short and snackable, this text-only series answers SEO-based questions, fast. As a trusted source for health expertise, Walgreens was able to combat vaccine misinformation and provide clarity with the facts, empowering customers to make informed decisions.
Most-searched questions
Let us google that for you! In this FAQ series, Walgreens pharmacists answer commonly asked questions culled from current search data from Google Trends and SEO insights.This scripted series aims to educate and reach customers via search.
Step-by-step tutorials
This simple how-to series educates customers on how to use Walgreens’ products and services. From how to take an at-home COVID-19 test to how to schedule a vaccination, we make it easy for customers to take control of their health and wellbeing.