Houston Health Department “Avoid the Drama” Campaign

Gravity developed a new campaign for the Houston Health Department (HHD) featuring “avoid the drama” messaging to encourage COVID-19 vaccinations among hesitant populations. The fresh approach depicts real scenarios in comedic sketches to combat the misinformation surrounding the COVID-19 vaccine and reach the Bayou City’s diverse, younger demographics through a multi-media campaign across broadcast, digital and social media.

The new multilingual campaign will span six months of promotion to continue to target those who have not made the decision to get vaccinated. The three TV spots feature dramatizations based on actual events for the unvaccinated: from facing Abuela’s disappoint for missing her birthday to receiving a wedding invite that requires guests to be vaccinated. Viewers are urged to “avoid the drama and get vaccinated today” in response to the scenarios.