VACCINATE THE BLOCK
Removing the barriers between people and vaccines.
When COVID-19 vaccines became widely available, the conversation focused on hesitancy. The reality was more complicated. For many underserved communities, the biggest barrier wasn't trust. It was access.
Working with Uber and the Ad Council, we created Vaccinate the Block, a national campaign that helped remove one of the biggest obstacles to getting vaccinated. Uber committed $10 million in free rides to vaccination appointments and introduced in-app donations, allowing anyone to help others get access to a vaccine.
Our challenge was to build a campaign that earned trust without speaking for the communities it aimed to serve. Instead, we partnered with trusted local voices, including Spike Lee, and created work designed to meet people where they already were.
Client
Uber
Agency
R/GA New York
Role
Associate Creative Director
Contribution
— Co-developed the campaign idea and creative platform with my copywriting partner, Rowan Mansfield, reframing the conversation from vaccine hesitancy to vaccine access.
— Co-wrote the campaign scripts with Rowan Mansfield, developing a narrative centered on the voices and experiences of the communities the campaign aimed to serve.
— Created storyboards that shaped the visual storytelling from early concepts through production.
— Collaborated with directors on treatment development and worked on set throughout production, ensuring the creative vision carried through to the final film.
— Designed the out-of-home campaign and end cards, creating a cohesive visual system across every touchpoint.
