Childhood vaccinations were falling in the UK. Which means children were being put at risk of serious disease, or in some cases, death. Why?
Misinformation and distrust around vaccinations had grown amongst parents. So we needed to connect with them through the one voice they’d listen to. A child’s.
We streetcast kids and shot them in everyday environments. The film and images showed children staring down the lens of the camera, challenging with their eyes as if to say, “please, protect us”. Where we did use a V/O, it was a child’s. Stating the facts in a way that was hard for parents and guardians to ignore.
This powerful campaign ran across various relevant channels, from family podcasts to VOD spots, and vaccinations spiked.
Cut through the vaccination distrust with the voice of innocence.
Parents’ intention to check their child's vaccines and to call their GP to book their vaccinations went up by 7%.
