We wanted to give our audience a way out of vaccine hesitancy without losing face or their own sense of identity. We wanted to inspire them to make up their own minds and reconsider, without feeling foolish or contrary.
We did this by creating a campaign with four storytellers. Each one with their own reasons for previously being vaccine hesitant, whether that was someone who hadn’t been badly affected when they had Covid, someone worried about their pregnancy, someone influenced by the opinions of others, or someone who hadn’t seen the urgency until they wanted to go on holiday.
We cast authentic-looking, down-to-earth locals who spoke to the broad and heterogeneous audience known as ‘Young People’ – the skater, the mum-to-be, the Jack-the-lad and the budding football lioness. Each person was from a different part of the region, and they told their story simply and directly. They laid out their initial concern, then described the turning point that led to their change of heart.
The campaign was live for 2 months across multiple media outlets, with a call to action to point people in the direction of official NHS information. Outlets included TV, VOD, digital radio & streaming services, cinema, YouTube, paid social, digital display and out of home all supported by PR and media relations across the region.