Get Vaxed! Multilingual COVID-19 Vaccine Campaign

Challenge

DC Health engaged Zuri Productions to address COVID-19 vaccine hesitancy among the District’s immigrant and multilingual communities. The goal: to create a culturally resonant campaign that built trust, boosted awareness, and increased vaccine uptake.

Approach

Zuri executed and managed the campaign end-to-end, from creative development to influencer engagement, ensuring every asset was rooted in cultural intelligence and community trust.

Produced 6 short-form videos (30–60s) and 6 reels (10–15s) in six official DC languages: Spanish, French, Amharic, Chinese (Mandarin), Korean, and Vietnamese.
Partnered with community influencers to co-develop scripts, storyboards, and messaging.
Delivered closed-captioned content accessible to bilingual and non-English speakers.
Coordinated multilingual production shoots across D.C. neighborhoods.

IMPACT

The campaign reached hundreds of thousands of residents across multiple languages, driving measurable health outcomes:

thousand

unique users reached in target communities

percent

average engagement rate (well above industry benchmarks)

thousand

video views with 42s average watch time

Platform Highlights

By Language

Spanish

485K impressions, 9.2% engagement

Amharic

187K impressions, 11.3% engagement

Chinese (Mandarin)

165K impressions, 7.8% engagement

Korean

145K impressions, 8.9% engagement

Vietnamese

138K impressions, 10.1% engagement

French

112K impressions, 6.7% engagement

Health Outcomes

18% increase in vaccine appointments booked via DC Health’s multilingual system during campaign period
2,400 direct inquiries to DC Health’s multilingual hotline
89% positive sentiment in community feedback

Get Vaxed! proved that culturally grounded storytelling isn’t just about communication

It drives real public health impact by meeting communities in their own language and amplifying trusted local voices. Zuri helped transform awareness into action.