Two Million Arms Vaccine Rollout Campaign

Overview

The VaccinateKC initiative was created to engage the Greater KC Community during the rollout of the COVID-19 vaccine to inform, prepare and encourage residents to get their vaccine.

Hope is a Public Health Tool

For over 12 months we have been inundated with mandates, orders, advisories, and admonitions. We are all experiencing pandemic overload.

How can we successfully add yet another layer of public health messaging that will resonate? What If We Stress The Positivity, The Science, The Possibilities and The Benefits?

Now is the time to work Together!

Messaging Library

Note: These copy lines can be incorporated into design or paired with social media assets (Twitter, Facebook, Instagram) that don’t contain copy.

Overall Message: Get the Vaccine, Vaccine Safety, Vaccine Facts

Examples:

  • Safe. Tested. Effective. Every study, every phase, every trial of the COVID-19 vaccine was reviewed by the FDA and an advisory board.
  • The COVID-19 vaccine will not make you sick. What you might feel is your body revving up your immune system to fight infection!
  • Your body is amazing! Help it defeat COVID-19 and get your vaccine!
  • It’s natural to want to go back to normal. But it’s important that we don’t relax now.
  • The COVID-19 vaccine is SAFE for pregnant women and will not affect fertility.
  • Be one less bridge for COVID-19 to cross. Let’s stop it TOGETHER! Get vaccinated.
  • The COVID-19 vaccine is FREE for ANYONE and EVERYONE.
  • Let’s end this pandemic and show some smiles! Find your vaccination location.
  • Be Patient. Be Persistent. We will get this done TOGETHER.
  • Continuous updates on progress as the vaccine becomes more available and more people have received it.

Directional: How/Where/When

Examples:

  • Ready. Set. Protect! The COVID-19 vaccine here! Find your vaccination location.
  • It’s working! Masks. Caution. Shots. We’re getting there! Find your vaccination location.
  • The COVID-19 Vaccine is FREE for everyone! Find your vaccination location.
  • Having trouble finding your vaccination location? Just call 211 and we can help! (Note: 211 is the Kansas number, 311 is Missouri)

Targeted: Individual Communities, Underserved, Impacted Communities, Communities of Color, Faith-based, etc.

Examples:

  • EVERYONE deserves the COVID-19 vaccine.
  • The COVID-19 vaccine is FREE for ANYONE and EVERYONE.
  • We Hear You. We See You. Join us for a Town Hall and get your vaccine questions answered.
  • The COVID-19 vaccine has undergone extensive testing to make sure it’s safe!
  • EVERY study, EVERY phase and EVERY trial of the COVID -19 vaccine was reviewed for safety.
  • The more people in our community that are vaccinated the faster we can stop it. We can do this TOGETHER.

Vax Facts: More data can be added as it becomes available. Add citation as necessary.

  • EVERY study, EVERY phase and EVERY trial of the COVID -19 vaccine was reviewed for safety.
  • COVID-19 vaccines are extremely effective at protecting pregnant women and may provide protection for their babies as well. (Citation: American Journal of Obstetrics and Gynecology. Reported 3.25.21)
  • The COVID-19 vaccine is FREE.
  • If you get vaccinated, your chances of dying from COVID or being hospitalized are close to 0%. (Citation: White House Covid Response Team/NIH Reported 3.29.21)
  • The COVID-19 vaccine does NOT contain a live virus so it won’t make you sick. What you might feel is your body revving up to fight infection!
  • It typically takes two weeks after you are fully vaccinated for your body to build protection against COVID-19.” Citation is CDC.GOV Reported 3.13.21.

Brand Standards

The Two Million Arms Vaccine Rollout Campaign brand standards is the definitive usage guide for all visual and verbal brand elements used to communicate with the Kansas City region.

This Brand Standards guide summarizes some of the basic guidelines and proper applications to ensure the correct and consistent use of the brand identity system. In addition to the logo, typography, color palette and other visual elements, specific directions are included to help strategically manage the visual communication materials. By effectively and consistently implementing the brand identity system, we protect the equity of the Two Million Arms™ brand and support its positioning.

You can download the individual assets in each section. If you want everything, use the link below.

Download All Assets

Overview of File Types

Formats included in this Brand Standards include AI, PNG, EPS. Use the AI and EPS file formats to save additional file types if needed.

Web

JPEG (or JPG) - Joint Photographic Experts Group

Probably the most common file type you’ll find on the web JPEGs are considered a Photoshop file in Adobe applications. The quality of a JPEG decreases as the file size increases.

PNG - Portable Network Graphics

Also a very common file type. These can have “transparent” backgrounds and are easier to use across multiple platforms. Suitable for printing digital files. PNGs are perfect for interactive documents such as web pages. PNGs are considered a Photoshop file in Adobe applications. They are low resolution but can be edited without losing quality. The PNGs provided have a transparent background.

SVG - Scalable Network Graphics

SVGs are an XML-based vector image format for two-dimensional graphics and will support interactivity and animation. The SVG specification is an open standard developed by the World Wide Web Consortium (W3C). SVG images and their behaviors are defined in XML text files.

Print

AI - Adobe Illustrator

AI is a file in vector format that has been designed to produce high-resolution graphics for print. An AI is created in the Adobe Illustrator™ design application. An AI extension can be opened in the vector-based Adobe Illustrator product. This means files can be handed off to designers who may be using this application.

PDF - Portable Document Format

PDFs were invented by Adobe to capture and review rich information from any application, on any computer and can be viewed by basically anyone. A vector logo in PDF format can be viewed without any design editing software, as long as you download the free Acrobat Reader software. With purchase of the Adobe Acrobat application, PDFs can also be manipulated.

EPS - Encapsulated Postscript

EPS is a file in vector format that has been designed to produce high-resolution graphics for print. An EPS can be created by almost all design applications. This is considered an Illustrator file in Adobe applications. The EPS extension can be used to open vector-based artwork in any design editor, not just the more common Adobe products. This means files can be handed off to designers who may be using older applications.

TIFF - Tagged Image File

A TIFF is a large raster file that maintains quality despite editing. This is considered a Photoshop file in Adobe applications. The original image data in a TIFF is maintained regardless of how the file is copied, re-saved, or compressed. However, TIFF images are not suitable for use on the web as download times can be long. TIFF files are commonly used when saving photographs for print.

Logo Elements and Usage

The Two Million Arms logo is a set of marks intended to be modular in use. Examples of best practice are provided below.

Download

English Seal

English VACCINATEKC.COM


Spanish Seal

Spanish VACCINATEKC.COM


VaccinateKC.com Logo Usage with Partner and Corporate logos

Please follow the design layout below when using your logo with the VaccinateKC.com logo. It is designed to have a logo to the left and aligned with the baseline.

Color Palette

The Two Million Arms color palette has been chosen specifically to be bright and cheerful. Each color has role in delivering on the Functional and Emotional Brand Attributes. Use the color palettes exactly as provided.

ASE files can be opened with Adobe’s Photoshop, Illustrator, InDesign, and InCopy software. This is done through the Swatches palette, which you can open via the Window > Swatches menu.

Download ASE

Blue

Pantone Bridge Coated

PMS 293 CP

CMYK 100, 78, 10, 1

RGB 10, 79, 151

HEX #0A4F97

Light Blue

Pantone Bridge Coated

PMS 298

CMYK 59, 7, 2, 0

RGB 87, 187, 229

HEX #57BBE5

Red

Pantone Bridge Coated

PMS Warm Red CP

CMYK 5, 89, 89, 0

RGB 226, 68, 51

HEX #E24433

Pink

Pantone Bridge Coated

PMS 243

CMYK 6, 37, 3, 0

RGB 232, 176, 202

HEX #E8B0CA

Yellow

Pantone Bridge Coated

PMS 114 CP

CMYK 5, 8, 79, 0

RGB 246, 221, 87

HEX #F6DD57

Design Elements

Two Million Arms Illustration (Step and Repeat)

The Two Million Arms illustration is designed to show a vibrant, diverse, and inclusive KC community. This Download includes multiple formats and configurations.

Download

Two Million Arms Illustration (Single Arms)

The Two Million Arms illustration is designed to show a vibrant, diverse, and inclusive KC community.

Type/Fonts

Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of Ascender Corp. This version contains the complete 897 character set, which includes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.

Open Sans Extra Bold is the recommended Headline font with Open Sans Regular being utilized for body copy.

Find Open Sans on Adobe Fonts →

Find Open Sans on Google Fonts →

Adobe Fonts: Open Sans Extra Bold
Google Fonts : Open Sans 800

Open Sans

Adobe Fonts: Open Sans Regular
Google Fonts : Open Sans 400

Open Sans

Layout Structure

The Two Million Arms Campaign is designed to be as flexible as possible. Below is a diagram of the typical structure of all marketing elements.

Two Million Arms Vaccine Rollout Campaign - Layout Structure

Make Content/Templates

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is or design your own!

Posters 18” x 24” (Can “fit to print” on office printers)

Go to Templates shown below →

Two Million Arms Vaccine Rollout Campaign - Content/Templates

Flyers 11” x 8.5” Letter

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is, or design your own!

Go to Templates shown below →

English

Two Million Arms Vaccine Rollout Campaign - Flyers 11” x 8.5” Letter

Spanish

Two Million Arms Vaccine Rollout Campaign - Flyers 11” x 8.5” Letter

Community Testimonial Flyer 11” x 8.5” Letter

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is, or design your own!

Go to Templates shown below →

English

Two Million Arms Vaccine Rollout Campaign - Community Testimonial Flyer 11” x 8.5” Letter

Spanish

Two Million Arms Vaccine Rollout Campaign - Community Testimonial Flyer 11” x 8.5” Letter

Social Assets

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is, or design your own!

Twitter Header

Go to Templates shown below →

Download

Two Million Arms Vaccine Rollout Campaign - Twitter Header

Twitter Posts

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is, or design your own!

Go to Templates shown below →

English

Two Million Arms Vaccine Rollout Campaign - Twitter Posts

Spanish

Two Million Arms Vaccine Rollout Campaign - Twitter Posts

Facebook Cover

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is, or design your own! Messaging alongside these assets can be found in the Library at the top of the page.

Go to Templates shown below →

Download

Two Million Arms Vaccine Rollout Campaign - Facebook Cover

Instagram Posts

The Two Million Arms Campaign is designed to be as flexible as possible. Use these templates as is, or design your own! Messaging alongside these assets can be found in the Library at the top of the page.

Go to Templates shown below →

Two Million Arms Vaccine Rollout Campaign - Instagram Posts

Zoom Backgrounds

Use these Zoom backgrounds to quickly add visual authority and interest to your online meetings.

Go to Templates shown below →

Download

Two Million Arms Vaccine Rollout Campaign - Zoom Backgrounds

Sticker Art

Download this art if you want to print stickers with a sticker vendor. These are 1” x 2” transparent PNG files.

Download

Two Million Arms Vaccine Rollout Campaign - Sticker Art

Additional Inspiration

These additional examples illustrate the versatility of the Two Million Arms campaign. Get creative!

Two Million Arms Vaccine Rollout Campaign - Additional Inspiration