Moderna faced a unique challenge: they were not permitted to advertise their COVID-19 vaccine directly. However, with the crucial societal need for widespread vaccination and the presence of competitive products in the market, Moderna needed an innovative strategy to encourage people to choose their vaccine. The goal was to use influential voices outside the traditional realms of healthcare specialists or politicians to share the vaccination message.

LYRIC implemented a strategy centered around leveraging the influence of popular bands to communicate Moderna's message. Working with major music labels, LYRIC identified and collaborated with a diverse mix of artists to ensure the campaign reached a wide and varied audience. This collective of artists created and shared social messages encouraging people to get vaccinated. The campaign was highly innovative, utilizing the broad appeal and followings of the musicians to engage the public. All individuals featured in the campaign were popular musicians, adding authenticity and a personal touch to the messages. These videos were distributed primarily on Instagram, with Moderna boosting the posts through paid social media while the artists also shared the content on their own handles.

The campaign achieved remarkable success, achieving over 20 million organic views and garnering over a million positive social reactions. These metrics highlighted the campaign's wide reach and positive reception among our audience. Moderna was extremely pleased with the results, which not only met but exceeded their expectations. The success led Moderna to request LYRIC to create a follow-up campaign.