The initiative set out to find a more effective way to address concerns and help reduce hesitation among the public.

The Insight Behind the Campaign

The strategy was built around a familiar behavior. When people are uncertain about a decision, they often look for reviews and experiences from others before making up their minds.

Drawing from this insight, the campaign used first-hand stories from vaccinated individuals to provide reassurance around common concerns related to the Covid-19 vaccine.

Rather than relying solely on official information, the campaign introduced personal experiences into the conversation.

Turning Experiences Into Reviews

To develop the idea, trending fears and concerns about vaccination were mapped against credible first-hand accounts from people who had already received the vaccine.

These stories were transformed into what the campaign described as the first-ever reviews of the Covid-19 vaccine.

Different individuals addressed different concerns:

• Caregivers shared experiences related to vaccine availability.
• Breadwinners spoke about side effects.
• Seniors expressed their excitement about seeing grandchildren again.
• Parents addressed questions around safety.

The reviews were delivered contextually so that audiences received stories that reflected concerns relevant to them.

How Reviews of Hope Continued to Evolve

As data revealed new fears and questions about vaccination, additional Reviews of Hope were created to respond to those concerns.

This allowed the campaign to continue building a collection of first-hand experiences that reflected the topics people were actively searching for and discussing.

The approach connected search insights with personal stories, helping ensure that the reviews remained relevant to the audience.

Why the Campaign Stands Out

One of the notable aspects of the campaign is the way it applied a familiar review format to a public health challenge.

By drawing on a behavior commonly associated with decision-making, the campaign used personal experiences to address questions around vaccine availability, side effects, safety, and family connections.

The idea was also informed by ongoing search data, allowing the campaign to continue creating new reviews as concerns emerged.

Results

The impact of Reviews of Hope was reflected in both search behaviour and vaccination sentiment.
According to the campaign:

• Positive perception of vaccination increased by 8.6%.
• Google Search data showed a reduction in misinformation-related activity.
• Vaccination rates in Indonesia increased during the campaign period.
• The campaign reached 260 million people over four months across digital and television broadcasting.
• Brand trustworthiness increased by an average of 5% across Indonesia.

Final Thoughts

Reviews of Hope took a familiar consumer behaviour and applied it to a public health issue. By pairing search insights with first-hand experiences from vaccinated individuals, the campaign created a format designed to address concerns through relatable stories.

The work demonstrates how audience behaviour, data, and personal experiences can be combined to support communication efforts around an important public health initiative.

Credits
Brand: Google
Campaign: Reviews of Hope
Advertising Agency: Toaster, Singapore
Media Distribution Company: Essence SEA
Art Director: Vincent Tanara
Associate Creative Director: Adryanto Santosa & Manisha Sharma
Creative Director: Meyvi Wedelia
Executive Creative Director: Vinod Savio
Senior Art Director: Prayudha Bimo Aryotejo
Senior Copywriter: Satria Partala Pamungkas
Senior Motion Graphics Designer: Mujib Jamin
Account Director: Chi Nguyen
Brand & Creative Lead – SEA: Mira Sumanti
Head of Brand Marketing, SEA & India: Samit Malkani
Head of Consumer Apps Marketing: Fida Heyder
Multimedia Designer: Aung Cho Zan
Product Marketing Manager: Renita Pusparini

Ah, spring—the season of blossoming flowers, longer days, and unfortunately, the dreaded onslaught of pollen-induced allergies. For years, pollen from male trees has been the sneezy culprit behind seasonal sniffles across the U.S. Why? Well, it turns out our urban landscapes have been dominated by male trees, all because they’re easier to manage—no messy fruits littering the streets. But here’s the kicker: male trees are the pollen factories, while female trees are the unsung heroes that absorb it without a sneeze in sight!

Claritin, renowned for their allergy relief, who decided enough was enough. They didn’t just want to alleviate symptoms; they aimed to prevent allergies from sprouting in the first place. Thus, the DiversiTree Project was born—a grand botanical crusade to tip the scales back in favor of female trees.

Imagine this: cities once blanketed in yellow pollen are now lush havens of female trees, from towering oaks to elegant maples. Claritin took to the streets, planting these green goddesses far and wide, transforming once-polluted backyards, gardens, and parks into sanctuaries of fresh air and relief.

But wait, there’s more! Recognizing that allergy sufferers aren’t confined to one zip code, Claritin partnered up with the Arbor Day Foundation to spread the green goodness nationwide. Through their ingenious website, anyone could snag a free female tree to plant in their own piece of earth—a true grassroots movement for cleaner air and clearer sinuses.

And here’s the cherry on top: Claritin didn’t just dig holes and cross their fingers. Oh no! They enlisted the brainpower of Cornell University for a groundbreaking study. This scientific marvel proved what we’ve suspected all along: a world flourishing with female trees means less pollen swirling in the air we breathe. Dan Katz from Cornell puts it best: “The 1st study of its kind to figure out how tree planting campaigns can reduce pollen.”

So, next time you stroll through a park without reaching for tissues, tip your hat to Claritin and their DiversiTree Project. They’ve not only planted trees—they’ve planted hope for an allergy-free tomorrow. Here’s to breathing easier, one leafy lady at a time!

Credits
Brand: Battersea
Agency: New Commercial Arts

This campaign is about:
Public Health, Trees, Cannes Lions winner, DiversiTree campaign, Outdoor Campaigns, Pollen allergies, Combat pollen allergies.