how to sell a vaccine nobody wants

Breaking News: GOLD AWARD WINNER! Titan Health Awards, Oct 2024:
​I came up with this concept as a combination PSA/agency promotion piece while working for Boundless Life Sciences Group.*
BACKGROUND:
Three years into COVID-19, very few people cared to think about it, no less get a needle stick in the arm for the latest vaccine. Yet serious cases of COVID still sent people to the hospital, and caused deaths. So I thought taking a "spoonful of sugar" approach -- a light tone and a jingle -- would cause people to pay attention and consider going to their pharmacy for the latest vaccine.
THE IDEA:
The concept is "The Great Indoors," a play on The Great Outdoors, reminding people that being in close quarters in Fall leads to more exposure to illness. Copy and lyrics by yours truly. Art direction by Slade Seaholm. Editorial by Craig Mikes. Music composed by Dan Radlauer. [This work was posted publicly on social media]

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In addition to posting the video to Instagram, we also created static social posts, crafted with a nod to the style of mid-20th century travel posters advertising The Great Outdoors (national parks, etc). Here we're invited to share the discomfort of a rider who's stuck in a crowded subway.

CAPTION COPY: People are going to the movies again—that's reason to applaud! Just a friendly reminder to take a simple step to protect yourself from COVID and prevent its spread. Go to your nearby pharmacy for the latest shot, then get to the theater for the latest show!

Caption copy: Nothing takes away an appetite like the thought of catching a bad case of COVID. Prepare yourself for the crowds by getting the latest vaccine. Enjoy!

*The creative work product above is owned by Boundless Life, LLC. It is shown here solely for the purpose of demonstrating my creativity while working for Boundless Life, LLC.