ButSeriously

How do you cut through social media noise to deliver critical vaccine information to Black Chicago residents?

Enter Contender and a cohort of Chicago’s funniest voices. At a time when COVID disproportionately affected Black communities, humor was everywhere, but so was misinformation. We partnered with trusted local comedians, using culturally relevant humor to engage audiences, then layered in clear, credible vaccine facts. The jokes drew people in, the facts built trust, and the campaign increased vaccine awareness. All of this combined proved the power of culturally tuned messaging to drive public health action.