Campaign takes shot at raising vaccine awareness among younger residents

NORRISTOWN >> Approximately 63 percent of Montgomery County residents have received at least one dose of the COVID-19 vaccination but that number decreases significantly among younger folks, with just about half of people aged 16-30 having been vaccinated.

Increased vaccination rates are key in helping to slow the spread of COVID-19 and its variants, according to recent vaccination data from the Pennsylvania Department of Health.

Recognizing the need to increase vaccination rates among younger residents, The Valley Forge Tourism and Convention Board in partnership with Montgomery County has launched a new COVID-19 campaign taking a shot at motivating young people to stop procrastinating and get their COVID-19 vaccination.

Funded by resources the County received through the CARES Act and developed by Brownstein, one of the nation’s longestrunning independent advertising and public relations agencies, the fully integrated, regional campaign targets individuals between the ages of 16 and 30.

It does away with any traditional fear-based messaging for a more relatable, stand-out campaign in an otherwise crowded market. One component of the campaign is a series of social media, online and outdoor ads titled “Don’t Procrastinate, Vaccinate.”

These ads poke fun at popular excuses the younger population may use to avoid getting vaccinated, such as being too busy arguing with strangers online about whether or not pineapple belongs on pizza, or scrolling for hours on TikTok.

Acknowledging that people are especially eager to re-enter the social scene after more than a year of being cooped up indoors, another version of the campaign takes aim at reminding younger people of just what they’re missing out on by putting off such an important task — in particular, dating.

Unlike other vaccination awareness campaigns that are incentivizing individuals to get vaccinated with cash prizes and trips, the County’s approach uses love as the ultimate reward for getting vaccinated, telling people “Don’t miss your shot at love” in a fun video spot featuring “Cupid” preparing for a big night out. Regional users of popular dating apps like Bumble and Tinder will also receive a special message from Cupid as they exercise their swiping thumbs.

Didn’t match with Cupid? Don’t worry, it’s not a lost love connection yet, as Brownstein and Montgomery County bring the “Shot at Love” campaign to life in the downtown areas of Montgomery County by sending Cupid to make his rounds at a handful of popular local bars this summer.

During these appearances, Cupid will be encouraging daters to spread the word about getting vaccinated and the resources available to them to learn more about getting vaccinated, such as the county’s COVID-19 website.

Local residents will have an opportunity to enjoy the festivities by stopping by any of the upcoming pop-up appearances:

• Thursday, Aug. 12 from 6-8 p.m. at Flanigan’s Boathouse, located at 113 Fayette St. in Conshohocken

• Wednesday, August 25 from 6-8 p.m. at Bar Lucca, located at 729 E. Hector St. in Conshohocken and featuring entertainment from local singer Maria Maslin

• Sunday, August 15 from 3-5 p.m. at Brothers Kershner Brewery, located at 4119 W Skippack Pike in Skippack

Not only will guests enjoy a meet-and-greet and snap some selfies, but they’ll also receive fun swag, including commemorative drink glasses and temporary tattoos to let fellow bar hoppers know they’re vaxxed and ready to mingle — safely.

Follow Montgomery County on social media for updates on where Cupid will be making his rounds this summer. To see a list of county-run COVID-19 vaccine clinic hours and locations, visit www.montcopa. org/covid-19vaccine or call (833) 875-3967.

A full list of regional COVID-19 vaccine locations can be found at www.vaccines.gov.