In late 2021, vaccination rates in North Carolina were dropping as the Delta variant surged. To promote the importance of vaccines, this mobile billboard drove around Charlotte, NC during the Panthers-Saints NFL football tailgate on September 19th.

The mobile billboard read “Don’t Get Vaccinated” and signed off with Wilmore Funeral Home. This message got noticed and drove people to visit the Wilmore Funeral Home website to find out what kind of company would run such and outrageous message. On wilmorefuneralhome.com they saw, “Get vaccinated now. If not, see you soon.” When you click “Get vaccinated now” you are taken directly to StarMed Healthcare to schedule a Covid vaccine appointment.

StarMed Healthcare needed an execution that broke through the noise and showed why it’s literally a life or death decision when deciding whether or not to get vaccinated. Messaging like "get vaccinated" wasn't working, so we flipped the messaging on its head.

To promote the importance of Covid vaccines, this mobile billboard drove around Charlotte, NC during the Panthers-Saints NFL football tailgate on September 19th, 2021. The message on the board read, “Don’t Get Vaccinated. Wilmore Funeral Home.” This message got noticed and got people to visit the Wilmore Funeral Home website to find out what kind of company would run such and outrageous message. On wilmorefuneralhome.com they saw “Get vaccinated now. If not, see you soon.” When you click “Get vaccinated now” you are taken directly to StarMed Healthcare to schedule a Covid vaccine appointment.

WilmoreFuneralHome.com had over 266,000 page views in less than a week. StarMed Healthcare had their highest web traffic day ever, with a 421% increase in views.

Wilmore Funeral Home was covered in the Washington Post, The New York Times and CNN and had news coverage in over 60 countries.

Most importantly, StarMed Healthcare had a 22% increase in vaccine appointments the week after the billboard ran.