A Shot at Celebration: Centura Health Uses Hand Sanitizing Stations to Promote COVID-19 Vaccination
During the back-to-school season, Centura Health launched a timely and targeted campaign across Denver, Colorado Springs, Pueblo, and Canon City in Colorado, using hand sanitizing stations at CVS Pharmacy stores to promote COVID-19 vaccinations. With a compelling message designed to encourage vaccinations, the campaign focused on high-traffic locations to reach a broad audience during a critical time for public health.
Campaign Overview
The campaign strategically placed hand sanitizing stations with the message “We’ve got a shot to celebrate big days again, get the COVID-19 vaccine” in 36 CVS stores. By using highly visible locations—such as the CVS entrance and near the prescription pickup area—Centura Health maximized dwell time, ensuring that the message had a greater chance of resonating with consumers. As parents and students were preparing for the school year, the campaign tied the importance of vaccinations to the excitement of safely resuming activities.
Engagement and Metrics
Over the course of the campaign, Centura Health reached an estimated 0.9 million impressions per month with a CPM between $10 and $12. The high-traffic areas of the CVS stores and the careful positioning of the sanitizing stations helped capture the attention of shoppers, leading to increased awareness of the vaccination campaign.
Why This Strategy Worked
High-Visibility and High-Traffic: Hand sanitizing stations are highly frequented, especially during the ongoing health crisis. Placing the ads near the CVS entrance and prescription pickup areas ensured that Centura Health’s message was seen by nearly all customers entering the store, including those waiting for prescriptions—creating more time for them to absorb the message.
Timely, Relevant Messaging: The campaign’s timing during the back-to-school season was ideal, as families were more focused on health and safety. Tying the COVID-19 vaccine to the theme of celebrating big moments in life was an emotionally resonant call to action.
Localized Reach: By focusing the campaign on Colorado communities, Centura Health ensured that the vaccination message was particularly relevant to local residents. The highly localized nature of the campaign increased its effectiveness by making the message feel more personal and urgent.
This campaign by Centura Health is a prime example of how hand sanitizing stations can be used for more than just health safety—they can be an effective medium for delivering critical public health messages. By encouraging vaccinations during a period when health was top of mind for many families, Centura Health effectively used this in-hand media to promote community well-being and increase vaccination rates across Colorado.
