Wyoming was the second least-vaccinated state in the United States. Then, controversy and misinformation surrounding Covid-19 had a devastating effect on vaccination rates for all diseases.

Our challenge was to stop the decline by increasing people’s confidence in vaccines.

The facts: vaccines have eliminated horrendous disease, saved millions of lives, and doubled our lifespans. They’re so effective, people take them for granted.

This campaign had to make people stop and feel a sense of gratitude for the contributions of vaccines.

The film opens on the windy, desolate Wyoming prairie. A funeral is taking place in the distance. The sound of a melancholic banjo spreads as a somber group gathers around the grave. All of the men are very hairy, with long, flowing beards that flutter in the wind. All but a young man Daniel, who is just beginning to grow some peach fuzz.

As the pastor begins to eulogize, Daniel whispers to his Dad, “Dad, how did he die?”. His dad responds, “He shaved. Don’t ever shave my boy.”. At that moment Daniel realizes that he will have to grow a beard forever.

Super: Before the tetanus vaccine a simple nick could kill.

The film ends with “Thank a vaccine. Are you up to date?”

The campaign presented the message in a non-controversial manner prompting local and national media to speak up, validating the thoughtful approach. Citizens sent letters to the Wyoming Department of Health expressing gratitude and support for this effort.

A pre- and post-assessment survey found that 55% of survey respondents who saw the campaign said it made them think more positively about vaccines. Yet, the most impressive outcome was that proven vaccinations are up year-over-year; 19% for adults and 2.5% for children over the course of the campaign.

SUPPORTING IMAGE FOR THE WORK CAN BE FOUND HERE:

https://drive.google.com/file/d/12XJwiznnXv-gn7EW-CX7EEfpUxwWsvxH/view?usp=drive_link