One Step Closer
Apr 19, 2022
With the highly anticipated arrival of the COVID-19 vaccine in Spring 2021, CVS was on a mission to encourage everyone to get vaccinated. To appeal to Millennials and Gen-Z, we sparked a social movement around getting vaccinated through an upswell of community engagement. CVS partnered with Puerto Rican urban pop duo, Domino Saints, to create an anthem that would kick off the campaign and inspire young people to share their stories. The song, exclusively penned and performed, was released as a TikTok hashtag challenge, encouraging TikTok users to showcase the people, places and activities they were most excited to get #OneStepCloser to once vaccinated.