People respond better to what everyone is doing (social pressure) rather than the dangers of not vaccinating which they already know. Originally a pitch, the script went straight through to production and was shot by the brilliant Sean Brannigan on a shoe string budget. The ad was so successful it went on to be aired in France and potentially UK and Australia soon. It also picked up the 2014 Pharmaceutical Marketing Campaign Of The Year. (Oooh la la.) Most of all, we helped change people’s perceptions and behaviours.