CASE STUDY
NCH "Health Wisdom"
When it came to vaccinations, even the most basic wisdom was getting lost in misinformation and hesitancy. NCH needed an approach that would make people stop, smile, and think.
THE CHALLENGE
Inspire vaccination acceptance through fresh, local messaging.
NCH knew it needed a new way to talk about vaccines — one that would cut through misinformation and hesitancy without lecturing the families it serves. The answer had to feel like North Country, sound like home, and land with a smile.
If these things are obvious, then so is getting vaccinated.
YEAR ONE
"Health Wisdom" animated TV spots.
We asked a simple question: what obvious advice applies to North Country living? Don't get too close to antlers during moose season. Don't try to bear hug an actual bear.
Light animation paired local humor with vaccine safety messaging — and every spot landed on the same punchline: vaccination is just as obvious.
YEAR TWO
Back-to-school with animated animals.
Year two leaned harder into character. Animated raccoons, bears, and rabbits returned to school — singing, chanting, and rope-jumping their way through the morning routine, united by one message about vaccine safety.
Distribution expanded across radio, print, billboards, and digital. Custom music and a downloadable myth-busting PDF gave parents something tangible to take home.
Why it worked.
Regional language
Cultural resonance built from inside the community, not pitched at it.
Friendly tone
Animated, non-judgmental, and easy to share around the kitchen table.
Multi-channel reach
TV, radio, print, billboards, and digital working together as one campaign.
Educational resources
Myth-busting tools that gave parents confidence in their decision.
THE RESULTS
The numbers.
437%
Engagement beyond projection
4
Lamplighter Awards earned
Community engagement soared, and the campaign collected a Gold Lamplighter for Best Short Video Series, a Gold for Healthcare TV Advertising, a Silver for Healthcare Campaign, and a Lamplighter Award for Excellence.
Speak the language of the people you serve, and they'll listen.