ICAAP Core

SOCIAL MEDIA

Targeted, strengths-based social media reduces vaccine hesitancy and empowers local voices.

The Illinois Chapter of the American Academy of Pediatrics (ICAAP) is a statewide membership organization dedicated to promoting the health and well-being of children, youth, and families. With more than 2,000 members, ICAAP works to improve child health through advocacy, education, and innovative public health campaigns.

THE ASK

THE APPROACH

THE RESULTS

Social Media Featured Images For ICAAP Posts

Addressing Vaccine Hesitancy With Community-Specific Messaging Across Illinois

ICAAP needed a way to address vaccine hesitancy across Illinois in a way that met families where they were, respecting concerns, building trust, and encouraging informed decision-making. After dividing the state into “health zones” and conducting needs assessments for each, ICAAP turned to Ocreative to develop customized, approachable, and educational social media campaigns that could resonate with each region’s unique needs.

Using Toolkits and Trusted Voices to Amplify Outreach Across Illinois

We transformed ICAAP’s zone-specific insights into tailored campaigns designed for Facebook and Instagram. Each campaign combined friendly, easy-to-read messaging with visuals that reflected the expanded ICAAP brand palette.

Key steps included:

  • Hyper-Targeted Messaging: Created unique social content for each health zone based on regional attitudes, concerns, and barriers to vaccination.
  • Strengths-Based Communication: Focused on positive, educational messages instead of combative or fear-based approaches, making content more shareable and engaging.
  • Toolkits for Amplification: Developed ready-to-use posting kits for schools and healthcare providers so trusted local voices could easily share content, amplifying reach and credibility.
  • Signature Campaign Style: Established a consistent visual identity with colorways assigned to each campaign topic, setting the foundation for ICAAP’s future social outreach.
  • Dedicated Resource Hub: Built a landing page to host all campaign materials, giving any Illinois school or clinic instant access to high-quality vaccine communication resources.
ICAAP Core Health Regions Map

THE RESULTS

These campaigns created a ripple effect, expanding beyond ICAAP’s direct audience to reach parents and guardians through the trusted channels of schools, providers, and community leaders.

This work:

  • Established a repeatable, trusted outreach model for future ICAAP campaigns
  • Significantly increased positive engagement on ICAAP’s social channels, with content shared widely by partner organizations.
  • Strengthened ICAAP’s digital brand consistency with a clear visual style and messaging tone recognized across Illinois.
  • Enhanced trust by meeting families with respect and empathy, resulting in a more open dialogue about vaccination.

Possibly… We could eliminate this to not be specific, but we could also keep it and link to other ICAAP projects within our portfolio?

Oh totally! I’m okay keeping it or removing it!

Reaching Illinois Families with Empathy, Clarity, and Connection

ICAAP Campaign Displayed on a Mobile Phone
ICAAP Campaign Displayed on Desktop
ICAAP Social Media Posts Displayed on Phone Screen
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