Case Study: Get-Vaccinated

NJ Department of Health

New Jersey Department of Health partnered with Princeton Partners to launch the largest public health campaign in NJ history — ensuring widespread COVID-19 vaccination access.

Objective

Drive COVID-19 vaccine adoption, reduce hesitation, and ensure New Jersey met its goal of 70% vaccination of the eligible population as quickly as possible.

Strategies Implemented

  • Mass Video Development

  • Community Trust Voices

  • Integrated Media Mix

  • Behavioral Shift Messaging

Results

NJ achieved its vaccination goal

12 days early.

4.7 million

vaccinations administered, representing

70%

of the eligible population.

Recognized as having

the best vaccination results

for any large, diverse state in the U.S.

Survey data showed

“I’ll get it as soon as I can” rose from

50% → 80%

“I’ll wait and see” dropped from

36% → 12%

“I will not get it” dropped from

14% → 8%

Creative Highlights

  • Billboards: “Let’s Get Back to It.”

  • Bus and transit ads with facts: “COVID-19 vaccines are safe, effective, and free.”

  • Influencer-style videos featuring NJ leaders and clergy.

  • Podcasts like Saving Lives in New Jersey.

Summary

“Let’s Get Vaccinated NJ” became a landmark public health campaign, reshaping vaccine attitudes across one of the most diverse states in the U.S. By leveraging local trust, diverse voices, and a mass multimedia approach, the campaign ensured that NJ not only hit but exceeded national vaccination benchmarks.