In January of 2021, the UK had already begun the epic task of vaccinating the adult population and were nearing the end of the first four priority groups. As the vaccination drive marched on, the campaign requirements were less about awareness and announcement, to a need for social-norming and encouragement for the more hesitant younger groups.
The line 'Every vaccination brings us hope' was central to the idea that each individual could contribute in a small way to the collective, helping the UK begin to move toward life without social-distancing, with each person who chooses to be inoculated.
ART DIRECTION Dave Allen & Augusta Lindquist
HEAD OF DESIGN Dave Allen
DESIGN Augusta Lindquist
DIGITAL & MOTION Tom Hawtin, Daniel Murtha, Stephanie Martin
PHOTOGRAPHER Tom Oldham