Situation: Situation: It was May 2021, COVID vaccines had arrived and the summer felt full of possibilities, but the WA Dept. of Health had a problem. Young people were lagging behind on vaccinations. Research showed they just… weren’t in a rush. COVID didn’t feel like a big risk and the prevailing attitude on vaccination was “yeah, I’ll get around to it.” We needed to get the young people excited about getting vaccinated.

Solution: Giving our audience a taste of what a vaccinated summer could feel like. With adults 65+ leading the way on vaccination rates, we showed seniors having the summers that young folks could only dream of - unless, of course, they got vaccinated too.

And from that idea grew one of the wildest public health campaigns of all time.