Immunity Together Campaign - Vaccinate All 58 | 2021

Designers: Brand Team, fuseproject, San Francisco, California, USA
Client: Office of Governor Gavin Newsom, Sacramento, California, USA

Just as Americans have become accustomed to showing off their “I Voted!” stickers on Election Day, vaccination at your nearest high school auditorium, local CVS, or immunization supersite now comes with a similar rite of passage: proudly affixing an “Immunity Together” sticker to your jacket, shirt, backpack, or hat. The stickers are a key component of this urgent public health campaign: spreading not just a feeling of playfulness, but also the message that vaccines are safe, accessible, and signal the end of the pandemic.

When vaccination doses for COVID-19 arrived in California last December, Governor Gavin Newsom launched “Vaccinate All 58”, a campaign for a safe, effective, and equitable vaccine distribution across all 58 California counties. This new marketing campaign provides all Californians with important tools and resources they need to get through this global health crisis, from information on the various vaccines to who is currently eligible to receive doses.

As part of this campaign, Governor Newsom’s Social Innovation office partnered with fuseproject to create a slogan and sticker design in light of eligibility opening to all Californians on April 15th. Our slogan, “Immunity Together”, created by fuseproject’s Brand Team, reminds people of the power of coming together through community and unity, two words that are enabled by vaccine immunity.

The design features two bandage ends that when overlapped create a heart shape. The simple icon is very recognizable and serves to inspire confidence, encourage a call-to-action, and spread the message of eligibility to all Californians.

A bright and bold color palette is explored across many languages that our slogan is translated into, and speaks of the Governor’s message of equitability and commitment to the many communities that make up our diverse state.

The sticker designs are inclusive of five different languages—English, Spanish, Chinese, Vietnamese, and Tagalog. Following a press conference on the morning of April 15 announcing statewide eligibility where our fuseproject-designed poster for the same campaign will be on display, our Immunity Together sticker will be printed in large quantities and made available at both mega-vaccination sites and many other sites throughout the state.

Governor Newsom will be visiting sites in Northern California to hand out stickers. The Governor’s office has also organized partnerships with various social platforms to push out the campaign Immunity Together campaign.

“Since the beginning of the pandemic, fuseproject’s creative teams have participated in numerous pro-bono work to support information, testing, medical equipment, and now vaccination. From the early effort to test every resident of the small California town of Bolinas, to the information campaign with the United Nations that we designed, to our low-cost ventilator developed with Massachusetts General Hospital guidance, to the vaccination campaign of today, we put design as a service to support the much-needed efforts during this most challenging times.” Yves Behar, Founder and CEO fuseproject.