We needed to convince parents of teens ages 16-18 that their job isn’t done yet. By tapping into their paternal instincts, we would show them that the simple act of getting a meningitis booster shot could help preserve the future they’ve worked so hard to give their children.

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.