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NJ Department of Health, COVID-19, Phase I

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How we changed behaviors to drive successful results.

Governor Murphy and the NJ Department of Health established a goal of having 70% of New Jersey adults fully vaccinated by June 30th, 2021. Princeton Partners was chosen as the lead communications agency for the largest public health initiative in New Jersey history.


NJ Department of Health, COVID-19, Phase I



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WIEHL, GERMANY – JUNE 25, 2019: Innovisco CoolLiteTruck with Deu


Our in-depth, multicultural research established that a combination of head and heart messaging would be required to convince skeptical adults and those who were content to “wait and see” to get vaccinated as soon as they were eligible.



Developed over 150 videos over 6 months to reach diverse audiences across New Jersey, hyper targeting pro-vaccination messaging to multicultural audiences and individual communities across the state.

New Jersey successfully met its goal to fully vaccinate 70% of the eligible population twelve days ahead of schedule, achieving the best vaccination results for any large state in the United States.

Our Campaign successfully shifted attitudes towards the COVID-19 Vaccines, shifting adults from “wait and see” to “I’ll get it as soon as possible” and reducing vaccine resistance.

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