Immunize Wisconsin

Campaign Strategy & Execution

RSV Clinician Outreach Campaign

Immunize Wisconsin is a statewide nonprofit committed to ensuring equitable access to immunizations for all Wisconsinites. They educate, connect, and activate immunization champions, especially healthcare providers, to improve vaccine confidence and uptake across the lifespan.

THE ASK

THE APPROACH

THE RESULTS

Materials And Screenshot Of Rsv Outreach Campaign

Empowering Providers With Clear Messaging on RSV Vaccination for Infants and Pregnant Patients

Amid the 2025 rollout of RSV vaccine recommendations for both infants and pregnant individuals, Immunize Wisconsin needed an urgent statewide outreach campaign to empower clinicians with timely, clear, and actionable messaging.

The challenge? Many providers were unclear on who was eligible, when to administer the vaccine, or how to effectively communicate its benefits.

With less than a month to concept, design, execute, and distribute materials, they turned to Ocreative to develop and launch a comprehensive provider-facing campaign, fast.

Combining Print, Digital, and Audio Outreach to Maximize Clinician Engagement

With a fixed deadline and a critical public health goal, Ocreative developed and executed a robust omnichannel campaign in just three weeks:

We created the campaign concept “Your Recommendation Protects from Day One” to highlight the trusted role providers play in vaccine acceptance. Messaging emphasized:

  • Clinician authority and trust
  • Seasonality and timing
  • Clarity around maternal vs. infant protection
  • Inventory availability

We wrote, designed, and printed a bundled resource kit sent to over 3,800 providers statewide. Each bundle included:

  • An introductory letter introducing the campaign and importance of RSV prevention
  • Quick Facts for Clinicians with vaccine timing, risk groups, and safety data
  • Dosage Quick Reference for nirsevimab
  • In-clinic poster to promote family-facing education
  • Patient FAQs as an easy take-home for parents

We wrote and produced 15- and 30-second audio ads that ran on high-traffic podcast networks targeting pediatric and OB/GYN clinicians. The result:

6.6M+ impressions | 4,994 clicks | 547K unique listeners

We designed and deployed Meta and LinkedIn campaigns targeting clinicians by specialty, employer, job title, and field of study, including:

  • 6 custom LinkedIn ads reaching over 81,000 users
  • 6 Meta ads reaching over 929K users

To serve as the hub for all digital efforts, we created a dedicated RSV resource page featuring:

  • Clinical guidance
  • Downloadable campaign tools
  • Season-specific recommendations
  • Archived webinars

This resource unified all campaign materials and was featured across print, audio, and digital channels.

Social Media Ad
Social Media Ad Campaign

THE RESULTS

With less than a month to concept, write, design, produce, and launch the full campaign, we delivered:

  • Over 9 million total digital impressions
  • 24,000+ combined clicks to learn more
  • 3,805 clinics reached with printed outreach kits
  • A unified campaign message across streaming, social, print, and web

Most importantly, the campaign helped clinicians across Wisconsin feel informed and confident in recommending RSV protection, laying the foundation for stronger uptake, clearer guidance, and better protection for babies and pregnant people.

Award Badge

2025 MarCom Awards, Platinum, IMWI RSV Vaccination Outreach for Providers, Outreach/Awareness Campaign

Web Page And Mobile Web Page Examples Of The Rsv Campaign
Protecting Your Little One From Rsv
Key Facts About Rsv For Clinicians
Build On Your Rsv Expertise
Pediatric Healthcare Clinicians
Rsv Protection Flyer
See More Campaigns
Orange Quote Marks

I have worked with Ocreative for more than a decade with excellent results across projects – website, direct mail, digital media, and more. Their team is honest, talented, fun to work with, fair and respectful. They are quick to respond, able to adapt, and skilled at involving a variety of people in diverse organizational roles to ensure the best possible collaboration. No question is too small or too large. Yes, they are an award-winning agency (including with some of our projects!), and yes, their portfolio is amazing – but they succeed beyond measure because of their people and their approach toward their clients. We simply wouldn’t choose any other partner for creative projects.

—Kia Kjensrud, Interim Director, Immunize Wisconsin

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