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The CDC is playing up “FOMO” messaging when it comes to travel to encourage vaccinations among Gen Z and Millennials. 

Jan 31 2022

The CDC is playing up “FOMO” messaging when it comes to travel to encourage vaccinations among Gen Z and Millennials. In a new campaign, the CDC focuses on the consequences of traveling without getting vaccinated. The messaging “presents information in a way that isn’t telling folks what to do but provides information so the individuals are able to make a decision for themselves,” emphasizing that “any activity you do is only a shot away.” TikTok and Instagram are the go-to channels for broadcasting the campaign, with TikTok clips showing wanderlust travelers daydreaming about getting away but not being able to—either because they’re not vaccinated or because they don’t feel safe. Meanwhile, text in the video ads read, “Many travel destinations require proof of COVID-19 vaccination to enter. Don’t let the trip of a lifetime pass you by. #TravelVaxxed.” The federal agency’s data shows 58.4% of 18-24-year-olds and 62.7% of 25-39-year-olds in the U.S. have been fully vaccinated, still lower than the 88% of 65-year-olds in the U.S. who have been fully vaccinated. YPulse data shows just over half of young consumers who haven’t returned to traveling by plane domestically and internationally plan to return to the activity within the next year. (Campaign Live)