In early 2021, as CaroMont Health began organizing mass COVID-19 vaccination events, our team faced a real challenge: how do you build trust and enthusiasm around something the public was uncertain about?
We developed "I Got the Shot" — a campaign designed to center the human story rather than institutional messaging. Vaccine recipients were given a card to fill out with their personal reason for getting vaccinated, turning each person into a brand ambassador at a moment when peer voices carried more weight than official communication.
I designed the card, photographed the campaign, produced video content, and designed signage deployed at vaccination events throughout the community. The card concept generated organic participation on social media, creating authentic moments that more formal messaging tactics can't replicate.
