Immunity Community

Immunity Community

About the project

Washington State has one of the highest vaccine exemption rates for entry into kindergarten in the USA. This not only leaves kids unprotected, but also puts whole communities at risk of contracting and spreading nasty diseases.

Vax Northwest, a public and private partnership, worked with BC/DC Ideas to create a communications campaign to amplify positive chatter about vaccines and engage pro-vaccine parents to speak up about immunizations.

Our Approach

There was already plenty of fear and uncertainty around vaccines, we weren’t going to pile on more scare tactics. Our plan was to mount a campaign with a grassroots, community approach—parents talking to parents and neighbors sharing conversations over the fence.

By empowering advocate parents with information, they could build trust with vaccine-wary parents through one-on-one conversations, instead of the typical top-down communication from the state health department.

IC logo - Immunity Community

Bringing the Plan To Life

Our first job was to give this program and name and look. We took the medically common term “community immunity” and flipped it around to reflect what we were trying to build with this program. We created the color palette to be bright, hopeful and vibrant to make the materials approachable and, most importantly, shareable.

The Parent Action Guide

The foundation of the program is a comprehensive action guide full of facts and talking points to help navigate conversations about vaccines. The spiral-bound piece was made small, sturdy and wipeable to weather daily life as a parent.

PAG - Immunity Community
Mr. Washington - Immunity Community
umbrella - Immunity Community

Extending the Campaign

To spread the message, we created a small notebook, buttons, t-shirts, flyers and a poster. All these items are fitted with a QR code so parents can easily access the latest information about vaccines.

Collateral - Immunity Community

Ready to Discover a better Review Process?

Whether it’s in-person or virtual, Dawn will help your team uncover ways to make your team’s feedback process more efficient. 

Dawn is ready to speak at your next event!

An award-winning expert on nonprofit communications and creativity, Dawn is ready to speak at your next gathering. 

Kate Runy


A passionate technical wizard, Kate thrives on managing online content, social media for communications, and development projects.  Kate is the workhorse of the team, pulling out amazing feats of content creation and management week in and week out. 

Prior to joining BC/DC Ideas, Kate coordinated website and social media content, communications, and advertising for Go Global NC and Alzheimer’s NC.

Things that make her happy: I love animals about as much as I love working for nonprofits.

Mishel Gomez Cespedes


Mishel brings a passion for video storytelling and quippy social media content to the team.  At BC/DC Ideas, she is most likely editing video or scheduling the next moving social media post for our clients.

Her ear for storytelling is her greatest asset. Mishel has a unique ability to assemble content into a concise story that moves audiences to action.

A graduate of Wake Forest University she spent a semester in Spain and years serving her community through the campus organizations. Now, she is putting her passion for good to work.

Brian Crawford

creative director

Mix equal parts nerd and creativity and that’s Brian. A natural problem-solver, Brian’s ability to cut to the core of any problem helps guide our creative team to the correct solution without wasted time or money. It’s the core, this little nugget of truth, that helps our clients take the next step with their audiences.

Brian gets the greatest joy out of helping our clients realize and connect with their story. He is a true believer that everyone and every organization has a compelling story to tell, you just have to listen with an open heart.

Things that make him happy: Hanging out at the park with family, toddler-speak, hitting the focus pull, and good coffee.

Dawn Crawford


The engine behind BC/DC Ideas, Dawn has dedicated her career to good. Dawn brings her considerable experience and expertise to helping elevate the nonprofit sector. Our team’s lead strategist, Dawn is often seen leading our IdeaStorms, penning communications plans, or checking in with clients.

Before launching BC/DC Ideas in 2010, she earned her chops in 10+ years of communications leadership roles for public health, healthcare and youth-focused nonprofits. Working for nonprofits is Dawn’s dream job, and she loves that her 40+ hours a week make the world a better place.

Things that make her happy: A glass of champagne to celebrate big wins, Basecamp, living in the South, seeing the world, and a well-formatted spreadsheet.