New Mexico Department of Health Immunization Campaign

Bright, colorful neon-style text that reads "Keep Summer Magical" against a starry black background.

Campaign Results

Illustrated purple cartoon roadrunner in a cowboy hat, standing arms wide open and smiling.

55.5M Impressions

5.2M Completed Social Media Video Views

VCR ranged from 70-98% on all video including CTV.

At the beginning of 2025, funding for state departments all over the United States was in flux. The formerly twice-yearly immunization campaign was likely to pause. Therefore, the final (for the time being) immunization campaign needed to leave a lasting impression.

The roadrunner characters have been in two past campaigns, including the previous summer’s immunization campaign, Together In the Sun. We brought the characters back with their families in three regions of New Mexico, North, Central, and South. I created three illustrations for this campaign which were extended across the creative.

A cartoon-style outdoor concert scene at dusk with vibrant purple and blue lighting, featuring animated characters including a purple rooster, a pink dog, and other animals, with a stage and a crowd of animals watching.
A cartoon purple monkey wearing glasses driving a classic blue convertible car on a city street at night. The street is illuminated by a blue lamp post, with a starry purple sky and a tree overhead. A sign says "Don't wait, vaccinate!" in the backgro
Starry night sky over a landscape with hills; a person sitting on the ground with a dog, gazing at the stars.
Nighttime scene with a purple and pink starry sky and a colorful horizon. Two characters, Mario and Luigi, are standing on a hill holding a glowing ball, with the text 'Keep Summer Magic' and a website address Vaccinern.org, encouraging vaccination.
Animated illustration of a summer scene with a purple background, featuring cartoon characters of a duck and a pink bird sitting in a classic blue convertible car. The scene includes pink trees, a fountain, and a sign in Spanish, and is branded with
Illustration of a summer outdoor music event with cartoon animal characters, including a purple bird with glasses among the audience, and a stage with musicians under a canopy against a mountainous background at dusk or night, promoting summer health
A cartoon pink bird wearing a pink cowboy hat smiling and waving, with a dark blue starry background, creative neon-style text promoting a summer campaign from NMHealth, regarding vaccination.

Accessible to Families in New Mexico

Summer Magic was designed to run concurrently in English and Spanish.

Colorful neon-style sign with the words "Keep Summer Magical" in pink and purple with a blue cloud background.
Colorful neon-style sign that reads 'Mantenga la magia del verano' in pink, purple, and blue with sparkling effects around the text.