Men’s Health Network is the leading nonprofit organization dedicated to improving the health and wellbeing of men and boys. Through evidence-based information and empowering programs, the organization encourages men to take control of their health by prioritizing regular screenings, doctor visits, and preventive care.

In 2024, a new Covid-19 vaccine, based on the spike protein rather than mRNA, was introduced. Recognizing that communities of color—particularly men—were among the most vaccine-hesitant, we launched a targeted campaign to educate and motivate them to consider their vaccination options during the ongoing Covid season.

To engage this key audience, we partnered with Black Sheep, the iconic 90’s hip-hop duo, and their Grammy-winning hit "The Choice is Yours." The song’s message of empowerment and positive choices became the backbone of our campaign, delivered in a way that was both informative and culturally resonant. 

Through dynamic social media content and interactive educational events, we reached out to men in vaccine-hesitant communities, providing clear, unbiased information about the new vaccine options. Multiple social video units were created featuring the lead singer Andres ‘Dres’ Vargas-Titus to capture attention and drive viewers to an educational microsite (covidvaxchoices.com) for more detailed information.