When it came to vaccinations, even the most basic wisdom was getting lost in misinformation and hesitancy. NCH knew it needed a new approach—something that would make people stop, smile, and think.
The Challenge
How do you get people to see that getting vaccinated is just common sense? NCH wanted to reach families across the region with a message that felt fresh, local, and impossible to ignore. So, they turned to Sean Tracey Associates for help.
Year 1: "Health Wisdom" Animated TV Spots
We started by asking, What’s the most obvious advice you’d give someone living in the North Country? The answers were as practical as they were funny—like “never wear antlers during moose season” or “never give a bear hug to an actual bear.” We brought these sayings to life with playful animation and a wink of local humor. Each spot ended with the punchline: if these things are obvious, then so is getting vaccinated.
The tone was light, the message was clear, and the community saw itself in every frame.
Year 2: Back-to-School with Animated Animals
The next year, NCH wanted to keep the momentum going. This time, we created a cast of animated racoons, bears, and rabbits depicting kids returning to school. The animals sang, chanted, and even jumped rope together, all united by vaccines’ safety.
We didn’t stop at TV. The campaign stretched across radio, print, billboards, and digital ads, making sure the message reached families wherever they were. We even wrote custom music and created a downloadable, myth-busting PDF to help parents discuss vaccines with their kids.
Why It Worked
• We spoke the language of the North Country—literally and figuratively.
• Humor and animation made the message feel friendly and non-judgmental.
• Multi-channel outreach ensured everyone saw or heard the campaign, no matter their media habits.
• The downloadable PDF gave parents the facts they needed to feel confident.
Results
The response blew us away. Community engagement soared, with the campaign exceeding reached 2.1 M+ impressions, 289 brochure downloads (200% above goal), and 96.55% video completion rate. People were talking, sharing, and—most importantly—getting vaccinated.
The campaign also caught the eye of industry experts, earning:
• Gold Lamplighter Award for Best Short Video Series
• Gold Lamplighter Award for Healthcare TV Advertising
• Silver Lamplighter Award for Healthcare Campaign
• Lamplighter Award for Excellence
