VISION:

Develop an advertising campaign with the goal of increasing rates of child immunisation in New Zealand.

PATH:

Working with GSL and copywriter David Collinge, the idea for this campaign came from the simple truth that most parents would do anything to protect their children. The key barrier to overcome was parental awareness. Rather than caution, the campaign approach became one of alerting caring parents to the simple facts about not immunising. Messages were accompanied by numerous photographs of real kiwi kids – involving a photo shoot with 20 under 3’s, a remarkable day that went a lot smoother than the advice to ‘never work with kids or animals’ had us fearing.