how to sell a vaccine nobody wants

Three years into COVID-19, very few people care to think about it, no less get a needle stick in the arm for the latest version of the vaccine. Yet serious cases of COVID still send people to the hospital, and cause 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 concept is "The Great Indoors," 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. 

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In addition to posting the video to Instagram, we also are creating 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!