When COVID hit New Jersey, we hit back.

By December 2020, COVID-19 had infected tens of thousands of New Jerseyans and decimated the state’s economy. Vaccines were on the way, but early research indicated high resistance to vaccination among many groups in New Jersey. The newness of mRNA vaccines created skepticism. Historical injustices led to suspicion among minority populations. A divisive political environment eroded trust. Something had to be done fast.

New Jersey’s Department of Health chose Princeton Partners to be the lead communications agency for the state’s COVID-19 vaccination effort, the largest public health initiative in the state’s history.

Through research and decades of experience with public health campaigns, we knew that vaccine hesitancy would only increase if people felt they were being pushed into a decision. So we relied on something old-fashioned: building trust.

Within three weeks, we were in market with an integrated, multi-phase campaign that built trust in targeted groups and created advocates for vaccination. We developed assets that featured doctors, community leaders, public influencers, and everyday New Jersey residents. We presented easy-to-understand facts and engaging emotional appeals that gave people compelling reasons to get vaccinated and information that made getting vaccinated easier. This was all delivered through a mix of general audience and highly targeted tactics, including TV, radio, digital, social, outdoor, collateral, PR, community outreach, and influencer marketing.

Results

Our efforts galvanized New Jersey and created momentum that helped the state reach its milestone of 4.7 million COVID-19 vaccinations – 70% of the eligible population – twelve days ahead of the Governor’s June 30, 2021, target. When COVID hit, New Jersey showed what’s possible when we hit back together.