• Increase the infant immunization rate from 73% to 90%
  
• Create an enduring campaign with multicultural appeal and targeted communications
  
• Build upon the momentum of the accomplishments of “Shots Across Texas.”
  

Solutions

• Develop three distinct campaigns with a unified theme that looked at all three affected markets, the General Market, African American market and the Hispanic
  
• Design materials to be culturally and emotionally relevant to their precise audiences
  
• Create a Spanish-language campaign that was more than a translation but rather a transcreation
  

Results

• According to the 2003 National Immunization Survey (NIS), there was an estimated 9.5% increase (6.8 percentage points) over the previous year’s 71.3% rate