This was a data-driven visual explainer detailing what “psychobehavioral segmentation” is and how we can use this approach to drive vaccine uptake. Rather than just looking at demographics, the approach divides people into segments (personas) based on their behaviors, motivations, and beliefs, which allows us to understand individual’s unique barriers and develop targeted solutions.

The explainer was able to distill a complex technique, commonly used in marketing but not as well known in public health, to something easily digestible to the public and decision makers. It was also extremely timely given that we applied the approach and provided suggested solutions at a time when vaccine uptake in the U.S. was plateauing.

Due to a tight timeline and the urgency of the matter, I learned to balance and prioritize what is crucial to driving immediate impact, and what can be compromised to work efficiently. For us, it was important to not compromise the quality of the data analysis, reporting, and our core message, but I opted for a more simple graphic design aesthetic so that it won’t take as much time and can be more adjustable. Even though it was still quite a challenge, we were able to create the explainer, from idea to sketch to final, in 4 weeks, with mainly just two people working on the project.

The final project, accompanied by our full report, developed framework, and press releases, was able to provide a resource package for local decision makers to easily apply such approach to their communities to increase vaccine uptake. We also collaborated with several health orgs to develop pilot programs within their priority groups by explaining the approach with the explainer, as well as using the vaccine personas quiz developed by our data science team. Finally, we also collaborated with the New York Time on an opinion piece in order to reach a wider audience. The project won an SND award this year, a first for the small NGO!