adage: why this agency created a pro-vaccine clothing brand for republicans

Atlanta-based agency Fitzco has created a line of merchandise for conservatives who are pro-vaccine to encourage COVID-19 vaccinations. The pro bono campaign, which went live this week on social media, aims to rebrand COVID-19 as an enemy of America—and get conservatives on board with vaccination—by using a narrative that is “palatable for this audience,” according to a statement by the agency.

The website of the lifestyle brand showcases T-shirts, hats, bumper stickers and other merchandise—bearing phrases such as “Delta Meet the Alpha” and “Hell Yeah I Bare Arms.”

This campaign is a response to Republicans being less likely to be vaccinated compared to members of other political parties. Some 58% of Republicans in a Kaiser Family Foundation survey released this year say they have been vaccinated compared to 90% of Democrats and 68% of independents. The study also found 67% of those that “won’t consider vaccination” are Republican.

“Lately, it’s felt like all of the political discussions around masks and vaccines and mandates have put other people in the crosshairs—instead of the virus, Stephen Lintner, ACD and copywriter for Fitzco said. “Our goal was to help Americans rally against a common enemy. In looking at the data, we saw that many of those who are hesitant about the vaccine are believers in the power of patriotism. So, we set out to remind people that being pro-America doesn’t mean you have to be anti-vax.”

Fitzco partnered with Printful, a print-on-demand service, for printing and fulfillment of its brand merchandise purchases. Fitzco’s internal team is working with several partners on social strategy, influencer outreach and PR kits.

Funds raised by the campaign will go to Crush COVID–SOS, an initiative from the Atlanta-based CDC Foundation to help combat the Delta variant by deploying resources for staffing, oxygen and shots.

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