Que Pasa, Dena?
Que Pasa, Dena?
In collaboration with the City of Pasadena and its Public Health Department, two fellow students and I from ArtCenter College of Design spearheaded a vaccination campaign during the emergence of COVID vaccines in 2022. Serving as the creative lead, I conceptualized the characters, storyline, and oversaw the creative aspects of both production and program implementation.
Que Pasa, Dena? serves as the narrative element of a vaccination initiative designed to boost vaccination rates among children aged 0 to 4 and 5 to 11 in Pasadena, California. This campaign specifically targets the underserved Latinx and Black communities residing in the 91103 zip code region.
STRATEGY
Use storytelling in prime & well-utilized public spaces of 91103 to actively engage families in the community to build awareness & creatively inform. In tandem, provide them the opportunity and easy access to the vaccine.
HOW
Creative location-based storytelling that…
Brings families with young children outside for FUN, FREE activities and incentives.
Creates safe spaces for active learning.
Eases concerns and leads families to vaccination.
