Dorazio Communications led a strategic public health campaign for the Virginia Department of Health aimed at increasing childhood immunizations ahead of the first day of school. Based out of the Farmville district, the campaign launched in 2023 following pandemic-related disruptions to routine vaccination schedules.
Our Approach
Recognizing that traditional vaccination messaging risked being conflated with COVID-19 communications, we repositioned immunizations as a normal, positive rite of passage—part of getting ready for school alongside fresh haircuts and new outfits.
We intentionally emphasized the term “immunizations” over individual disease names to simplify the message and reduce confusion. Bright colors, friendly illustrations, and light-hearted language helped create an approachable, parent-friendly campaign that encouraged action without fear or fatigue.
Campaign Execution
The campaign was deployed across multiple channels to ensure broad community reach, including:
Flyers and banner ads
Social media templates
Print advertising
Radio spots
School-focused outreach materials
Consistent visuals and messaging reinforced awareness across every touchpoint.
Impact
The Farmville VDH office more than doubled the number of student immunizations compared to the previous year—demonstrating the effectiveness of clear strategy, thoughtful messaging, and accessible design in public health communications.
