Sponsored Award

COVID-19 Immunization Campaign by City of Toronto

Toronto’s immunization campaign launched in March 2021 to encourage the public to get vaccinated against the covid-19 virus. Phase one included ads focusing on vaccine eligibility and a call to action on why, where, and how to book appointments with the message: “Let’s Get T.O. Vaccinated”. By June 2021, the wider population was eligible for vaccine, and the campaign messaging shifted to an emotional angle, focusing on future benefits with “Let’s get back TO [activity]”. A bright colour palette of yellow, pink, and blue set an upbeat tone and font choice, blocking and angle of text and elements helped the content stand out amidst visual noise, while also adhering to the Accessibility for Ontarians with Disabilities Act (AODA) and accessibility best practices. Metrics have shown that ads are performing well, while the ultimate success is seen in the high rate of vaccination uptake in the city of Toronto, which is ahead of the Canadian average for vaccination rates in all age categories. This feat is a result of the efforts of numerous teams of people across the City, and we are certainly proud of the role the in-house design team played in getting here.