In October 2021, the FDA approved the COVID-19 vaccine for children aged 5 to 11, raising questions among parents. To address these concerns, Anthem Medicaid Kentucky donated $100,000 to the Foundation for a Healthy Kentucky, launching a state-wide advertising and public service campaign to encourage vaccination and provide families with necessary resources and tools.

C2 Strategic helped the Foundation for a Healthy Kentucky create the “High Five for Health” 90-day campaign, featuring animated videos, social media graphics, and materials for use in various locations like doctors’ offices and youth organizations. They encouraged health professionals and the public to download a free toolkit to foster discussions and provide accurate information about COVID-19 vaccines. The campaign also included targeted paid advertising across broadcast TV, social media, display, OTT, and in urgent care, ER and pediatric waiting rooms, using child-friendly illustrations and messaging, focusing particularly on areas with low vaccination rates and offering materials in both English and Spanish.