Project Information

2017 Columbia University faced a significant challenge as influenza cases surged across the United States. Columbia Health recognized the need for a fresh approach to its annual flu prevention campaign and turned to HerreraDesigns, a creative studio known for innovative strategies, to revitalize its efforts.

HerreraDesigns was tasked with crafting an informative and engaging campaign that promoted vaccination without being forceful. The campaign needed a consistent message across various departments while allowing customization to ensure widespread adoption.

Our solution focused on creating a cohesive yet adaptable message that resonated with Columbia University's diverse community. We blended research-driven insights with personal stories, humanizing the campaign and fostering a shared sense of responsibility for community health. Customizable templates were developed using Microsoft Suite, enabling different departments and schools to tailor information to their specific audiences while maintaining campaign consistency.

A key component of our strategy was campus-wide social engagement. We produced shareable content showcasing personal stories about vaccination and flu prevention, promoting a collective sense of responsibility. This content was distributed through collaboration with different departments and schools across various social channels, raising awareness and sparking community-wide discussions.

The campaign was created through simple, rounded illustrations and icons that shared personal stories and essential information. We crafted a color palette to complement Columbia's colors while building a dynamic and unique visual identity for the campaign.

The impact of this community-driven vaccine campaign was remarkable. We created a unified and engaging initiative by humanizing the campaign and leveraging the diverse Columbia community to spread the word and share vaccine stories. The results were impressive: a 23% reduction in printed materials, a 339% increase in social media engagement, and a 15% boost in vaccinations administered.

The campaign's success continued beyond its initial launch. Columbia Health has since updated and expanded the initiative, leading to impressive results. By 2022, there was a 21% increase in vaccinations administered compared to the year before the campaign's launch, with 18,057 flu shots given.

This campaign demonstrates the power of combining innovative design, personalized storytelling, and strategic social engagement to transform a public health initiative into a force for positive change. The evolved identity marks an essential moment in Columbia Health's approach to flu prevention, reflecting the growth and maturity of its health initiatives. Seamlessly flexing between digital and print materials, the new visual identity has been fully integrated across all surfaces and continues to significantly impact the health and well-being of the Columbia University community.