7 out of 10 U.S. teens haven’t received a meningitis booster vaccination, leaving them at risk for an infection that can lead to lost limbs, brain damage and death — often in as little as 24 hours. This online video not only cautioned parents — it reminded them that their teens are still their babies, and that parents had one more shot to keep their kids protected.

Our cautionary tale showed a mother sitting by her gravely ill son’s hospital bed. While thumbing through old photographs, she reflects on her fond memories of his childhood — and laments the bright future that might be lost forever.

The online video launched in late June and ran through October — the period where teens are heading off to summer camps, starting sports practices and returning to high school or college. The video lived on the Voices of Meningitis website, and also ran as pre-roll on news and entertainment sites targeting mothers, as well as paid placements on Facebook.

In just over 4 months, the video was viewed 48 million times. Our paid advertisements on Facebook earned over 20,000 likes. The ads were also shared over 13,000 times.

Nearly 1,700 people commented on the video. Many of the commenters were parents who shared their heartbreaking stories in an effort to help other parents avoid tragedies like the ones they had suffered. The agency followed the conversations on Facebook, and reached out to many of these parents. By getting permission to use their quotes in subsequent Facebook posts, we sparked even more conversation, more engagement and more advocacy.

In post-campaign surveys, 90% of parents who had seen the video or engaged with the campaign online said they would give their teen one more shot to prevent meningitis.