The ‘All in Illinois’ campaign drove vaccinations, but we had to persuade the vaccine hesitant – over 25% of Illinois adults who remained unvaxxed.

First we had to understand our audience: vaccine-hesitant Illinois residents who over-index as: non-college educated, rural, ages 18-34, low-income, Black, Spanish-speaking. Our research provided additional insight: “I don’t know if I’ll get the COVID-19 vaccine. I’m worried about long-term side effects and I don’t trust the government’s approval process. And it’s not easy for me to do it, so why bother?”

Over 70% of Illinoisans have received at least one vaccine dose, The ‘moveable middle’ (including doubters) has decreased from 25% to 11% of the state population