Interpublic agencies UM and Reprise teamed up to help client CVS kick off a social media effort today to promote the eligibility of
COVID-19 vaccine for all U.S. adults.
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The #OneStepCloser campaign, which features an original song created by Puerto Rican urban pop duo Domino Saints, utilizes a TikTok challenge asking people to share
where, when and with whom they became fully vaccinated.
UM and Reprise partnered with NGL studios and worked with Domino Saints to develop the
song as a "rallying cry" for the effort.
You can see the challenge's response page here.