This Shot Matters

To convince resistant Virginians to vaccinate, VCU Health had to push beyond the comfortable and build a frank, provocative, ethos-inspired campaign that could speak to the people of Virginia.

Revive and VCU Health united the diverse voices of Virginia – the soulful musicians, heartfelt activists, the avid sports fans – to highlight all the things they were missing amidst the pandemic, those activities which we could return to sooner with more people vaccinated. Baseball games matter. Time with family matters. Live music matters. This Shot Matters.

With the University’s president and the health system’s CEO behind the campaign, This Shot Matters became much more than a marketing effort. It became a representation of how VCU Health wanted to show up in the community – boldly for the people and their health.

They always say – high risk, high reward. And in the three months the “This Sh*t matters” campaign was in-market, VCU Health helped drive the following results:

• 10,000+ web page views
• A 27% increase in system awareness
• A 10% decline in reported vaccine hesitancy

Not only did the campaign produce quantifiable results, but it also represented several firsts for VCU Health – its first TikTok campaign and its first influencer campaign. All in the name of better – courageous – health system marketing.