The Parkside Group 2022

APICHA Vaccination Campaign

APICHA Community Health Center, whose mission statement is to “Serve Asians and Pacific Islanders, Latinos, African Americans and all individuals who identify as lesbian, gay, bisexual and transgender, or those who are living with HIV/AIDS” had obtained a grant from New York State to help raise COVID vaccination rates in West Asian communities in New York City.

Developed print advertising in key Hindi and Bengali news publications, a postering program in over 70 bus shelter locations, and six flights of direct mail to create layered and coinciding messaging in these communities. Over the course of the advertising effort, over 90,000 people got vaccinated against COVID in these communities, and the vaccination rate of increase was substantially higher than in New York City overall.

The entire campaign has received multiple 2023 REED and Pollie awards for Best Newspaper Campaign, Outdoor advertising, and Collateral.