NHS

Challenge

Winter was coming, along with viruses like flu and RSV. Vaccination offered vital protection, but confusion about what was needed, and lingering fears fuelled by myths, online misinformation and low health literacy, meant hesitancy was high.

Provocative thought

We protect ourselves and our loved ones every day, whether that’s with seatbelts or shin pads. But vaccines can feel abstract and complicated, so that instinct can stall. What if we reframed vaccination from a clinical task to an act of love?

Solution

We showed authentic, family-photo-style moments of people singing, dancing, cuddling, jumping and just living. The message was simple: vaccination helps keep those moments happening. Across social, OOH and radio, Keep Protected paired myth-busting clarity with warm, human storytelling, reminding people that protecting themselves helps protect the people they love.