An advertising agency in Saskatchewan acknowledged using a fear-driven strategy in an advertisement created for the Saskatchewan Ministry of Health to promote COVID-19 vaccination..Brown Communications Group (BCG), the agency behind the campaign, admitted on their website to specifically targeting individuals who were hesitant or resistant towards vaccination. They did so by appealing to their “potential fear” about how their vaccination status could impact their lives..“At the time of the campaign, those who feared COVID-19 and those who were community-minded had already received the vaccine. That’s why appealing to our audience’s altruism or sense of greater good wasn’t going to be effective. Rather, we needed to focus on how individuals could be affected moving forward,” says the BCG website. .“We strategized if someone’s vaccination status began affecting their social life, travel plans, or entertainment, that could be the final motivation needed to get on board. So, we tapped into a base potential fear of this group: the Fear of Missing Out.”. Sask Min of Health COVID Vaccine .At the same time as Saskatchewan's proof of vaccination policy, which mandated individuals to provide proof of vaccination or a negative test result to access restaurants, bars, and other services based on personal health choices, the BCG campaign started..BCG is using the web page to promote and showcase their successful campaigns..From Oct. 1, 2021, to Feb. 14, 2022, Saskatchewan's COVID-19 restrictions policy was in place. However, the province ended all restrictions on Valentine's Day. .BCG's campaign showcased two videos. The first depicted a tailgate party with Saskatchewan Roughrider fans, while the other showed a house party. Both videos highlighted instances of discrimination against unvaccinated individuals..The campaign did not address factors such as health conditions, religious beliefs, or doubts regarding the vaccine's efficacy, which may have contributed to some individuals’ hesitancy or resistance to getting vaccinated..BCG promotes the COVID-19 vaccination campaign because it “earned high engagement” and “praise from our client.” .BCG's website lists several former clients, including the RCMP, Health Canada, Elections Saskatchewan, and other organizations.