Get Vaxed! Multilingual COVID-19 Vaccine Campaign

CLIENT: DC Health

Industry: Public Health + Government

Insight

Vaccine hesitancy in immigrant communities is not a messaging problem. It is a trust problem. Generic public health communications fail because they do not reflect the cultural context or lived experience of the people they are trying to reach. To shift behavior, the messenger has to be someone the community already trusts.

Challenge

DC Health needed to address COVID-19 vaccine hesitancy across the District’s immigrant and multilingual communities. The goal was to create a culturally resonant campaign that built trust, boosted awareness, and increased vaccine uptake across six language communities simultaneously.

Approach

Zuri executed and managed the campaign end-to-end, from creative development through delivery. We partnered with community influencers to co-develop scripts and storyboards in each language, ensuring every asset was rooted in cultural intelligence rather than direct translation.

Produced 6 short-form videos (30 to 60 seconds) and 6 reels (10 to 15 seconds) in Spanish, French, Amharic, Mandarin, Korean, and Vietnamese.

All content included closed captioning for bilingual and limited-English-proficient residents. Zuri coordinated multilingual production shoots across DC neighborhoods and managed all pre-production, production, and post-production.