The radio hit “Double Shot (Of My Baby’s Love)” made its debut nearly 60 years ago, and the version recorded by The Swingin’ Medallions in 1966 climbed up the Billboard Hot 100 charts. This summer, the song returned to the airwaves as its tune was repurposed as a local public-service anthem to encourage COVID-19 vaccination fence-sitters to get the vaccine.
Valley Health, the region’s nonprofit health care system, enlisted the help of Shenandoah University to develop the radio campaign, which launched in early July on area radio stations with the parody song, “Double Shot (Of The Country’s Love).” The song’s modified lyrics, which promote the COVID-19 vaccine, cut right to the chase in the chorus:
If you’re on the fence,
Let me give you a shove.
Go get a double shot of the country’s love.
The “Double Shot” radio campaign was set in motion last year when Valley Health began brainstorming with community leaders about ways to address hesitancy toward the vaccine. Shenandoah University Senior Vice President Mitch Moore was part of those brainstorming sessions, and he tapped members of SU’s media and communication program to help Valley Health develop the campaign.
Led by Adjunct Professor of Media and Communication Drew Babb, M.A., a team of SU students Demitri Matenopoulos ’23, Rebecca Sims ’22, Brynna Strader ’22, Aaron Torres ’22, Andy Espinoza ’23 and Langston McCatty ’21, ’28, opted for an upbeat, music-based theme for Valley Health’s campaign.
Development of the final product required collaboration among contributors within and outside Shenandoah University. SU Department Chair and Professor of Media and Communication Gina Daddario, Ph.D., and Assistant Professor of Media and Communication Matthew Corr, Ph.D., served as a creative review committee. Distinguished Adjunct Assistant Professor of Music Production and Recording Technology and Director of the Film Studio at Shenandoah Paul DiFranco, with his experience in navigating music rights, lent his expertise to the project, and Graham Spice, M.S., assistant professor of music production and recording technology and director of the Collaborative Audio Arts program, helped set up and produce the recording session.
Babb also turned to Bari Biern, a longtime performer with the Capitol Steps political-satire group, for help with the song’s lyrics, and the Bill Baker Band and Mary Ann Redmond played and vocalized the tracks. Cy Vetter, who co-wrote the original “Double Shot (Of My Baby’s Love),” approved the parody lyrics, and the “Double Shot” radio spots were recorded in Shenandoah University’s recording studios this past spring.
The project received grant funding through the U.S. Health Resources and Services Administration, which helped pay for production and radio costs.
We rely on collaboration within the community, with everyone bringing their talents and passion to the problems we face. We were thrilled that Drew Babb’s team engaged with this work. We hope it leads more people to protect themselves and their families.”
Dr. Jeffrey Feit, Valley Health’s community and population health officer
Shenandoah University has been a major player in the region’s COVID-19 vaccination efforts. In 2021, Shenandoah hosted a mass vaccine clinic at its James R. Wilkins, Jr. Athletics and Events Center and administered 70,589 shots over a five-month span.