The Brief

The Autism Alliance of Michigan (AAoM), a leading advocacy organization supporting individuals with autism and their families, received a $1.5 million grant from the Michigan Department of Health and Human Services (MDHHS) to promote routine immunizations and combat misinformation linking vaccines to autism. Amid lingering pandemic polarization and public skepticism, AAoM needed to reach families—especially those managing autism care—with clear, compassionate messaging that restored confidence in wellness visits and vaccines.

Our Strategy

VVK developed a comprehensive communications plan rooted in simplicity and accessibility. The five-step campaign was designed to make vaccination feel manageable, not overwhelming. We launched the effort during the back-to-school season and aligned outreach with AAoM’s Annual Hero Walk, integrating a mobile health unit that offered on-site immunizations. The campaign also included multilingual videos, a digital toolkit for healthcare providers and families and a centralized Vaccine Resource Center to host all materials for ongoing use.

The Work

Content highlighted real families, clinicians and advocates to humanize the issue and counter misinformation with credible, empathetic storytelling. Earned media focused on Flint and Alpena, markets most affected by misinformation, supported by social and digital outreach that extended the message statewide.

The Impact

• Significant media coverage in Michigan’s key markets
• 1.5M+ impressions through Hero Walk promotion and mobile-clinic activation
• 750+ digital toolkit views/downloads by healthcare providers and families

The campaign gave AAoM a credible, compassionate platform to discuss vaccines without controversy—reframing immunization as an act of care and strengthening AAoM’s role as a trusted voice for Michigan families.