If Vaccinations were a celebrity, the crisis management team would be trying

to get them on a date with Taylor Swift,
an interview with Diane Sawyer or papped with puppies.

In 2025 there’s been an 107% increase in parents saying they have seen

something worrying about vaccines online.

30% of people believe harmful side effects are not disclosed to the public,

and vaccination rates across all vaccinable diseases are dropping. 

Never have vaccines been more contentious and more crucial. 

 

Our brief from DHSC was simple: get people vaccinated. 

Our strategy partners determined the best way to do this was to create something

visually disruptive that would help people remember to get vaccinated.

Without shaming or scaring. 

 

So, we decided to position vaccines as the easiest thing you can do

to protect yourself and the people you love. Because when you think about it,

it’s a lot easier than covering your kid in cotton wool,

your baby bump in bubble wrap or walking around in a suit of armour.