This project was my team's response to the brief set by D&AD and 21 Grams, where the task was to spark belief in vaccines.

Problem: UK parents are opting their children out of HPV vaccination because they associate it with sex, not cancer prevention.

Insight: UK parents grew up during the 90’s where rave culture promoted love and looking after your own. Vaccination is an act of love and protection.

Solution: Use raver language and plasters, a universal symbol of care, placed in locations parents frequent to reach them, provoke curiosity and dispel distrust.