When the COVID19 vaccines for teens were announced, they didn’t enjoy the same level of popularity in Chicago as other age groups.

Even after 6 months of the vaccine announcement, less than 40% of Chicago teens were vaccinated. Teens thought they were invincible and could not be affected by Covid.

Also, those who got vaccinated didn’t share or talk about it enough, especially in black and brown communities due to the perception of the vaccines in these groups. The goal was to get 70% of teens vaccinated by the end of the campaign and do it in a way that made vaccines enticing to this whole group.

Despite the announcement of COVID19 vaccines for teens, less than 40% of them considered getting vaccinated. Teens are hard to get through to with traditional advertising. We had to come up with an engaging way to get their attention.

So we tapped into FOMO, and announced NFT portraits that teens could own, once they get vaccinated on site. We partnered with Chicago’s celebrity photographer, Sandro Miller and created a customized mobile studio to capture portraits across Chicago.

The portraits were personalized with AI based on the teen’s dreams and feelings for the future right in the moment they got vaccinated. The design system was created with machine learning algorithm that read the teens’ voice and words and turned it into stunning personalized backdrops.

This allowed teens to think about their future with the vaccine, while also owning an NFT as an asset that captured this unique moment in time.