Colorado Launches 'Show Up For Tomorrow' Campaign to Combat Vaccine Distrust and Boost Vaccination Rates
The Colorado Department of Public Health and Environment (CDPHE) has launched a comprehensive, multi-generational campaign titled 'Show Up For Tomorrow' to address increased vaccine distrust and hesitancy across the U.S. following the COVID-19 pandemic. The initiative aims to build vaccine confidence, increase vaccination rates for routine and recommended vaccines, dispel common myths, educate Coloradans about vaccine-preventable diseases, and counter misinformation. Developed in partnership with Idea Marketing, the campaign utilized extensive research, including focus groups, surveys, and creative testing, to tailor messaging for various audiences. It features four distinct vaccine campaigns—Seasonal Respiratory, Childhood, Adolescent, and Vaccines Save Lives—with 15 sub-campaigns, deploying over 280 videos and 658 educational assets across multiple digital platforms like Meta, TikTok, and YouTube.