Problem
Expecting a child? Then you’re facing a big decision: should I have my child vaccinated or not? In the Rotterdam-Rijnmond region, pregnant people and children up to 18 can get free vaccinations through the national immunisation programme (RVP) at Centrum Jeugd & Gezondheid (CJG) Rijnmond. However, due to COVID-19 and the rise of misinformation, vaccination rates are dropping.
My solution
Ad agency Roorda teamed up with CJG Rijnmond to create a campaign with a clear goal: to help parents make a well-informed decision. Not to convince them – just to give them clarity. I was asked to write all the copy, from the campaign website to a printed brochure for GPs in the region.
I worked closely with the client to gather accurate information, interviewed families about their experiences, and crafted copy that informs without pressuring. The result: a campaign that builds trust and leaves space for people to decide what’s right for them. Check it out: www.vaccinatiescjgrijnmond.nl.