A “viral” vaccination campaign

Rethink and Immunize BC show just how fast measles can strike.

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The anti-vaccination movement has been blamed by some as the cause for outbreaks of several diseases that were once thought to be eradicated in parts of the world, like measles. This is because it compromises “herd immunity,” which people who cannot receive vaccinations for medical reasons rely on so they don’t come in contact with a highly contagious disease. But aside it’s not just being opposed: some parents don’t get their children vaccinated because they simply forget.

Immunize BC, a branch of the province’s Ministry of Help, teamed with Rethink’s Vancouver office to send out a notice to remind parents to make an appointment for their kids to get their shots. But the cards are printed with a UV-sensitive ink, so when they are removed from their envelope and exposed to the light, they instantly “break out” in dozens of red spots. The idea is to drive home just how contagious something like measles is, reminding parents that making that doctor’s appointment for their kids should be a priority because not doing so, by choice or by forgetfulness, “puts all of us at risk.”


Brand: Immunize BC (BC Centre for Disease Control)
Advertising Agency: Rethink
Creative Director: Ian Grais, Chris Staples
Art Director: Leia Rogers
Writer: Morgan Tierney
Content Strategist: Leah Gregg
Print Producer: Sue Wilkinson, Cary Emley
Studio Artist: Jonathon Cesar, Tom Pettapiece, Jan Day
Printer: Generation Printing
Account Services: Chelsea Stoelting
Client:  Ian Roe