Turning a resistant audience into advocates.
solution
Meaningful Storytelling
deliverables
Anthem Video
Decode
Behavior change in public health is one of the hardest challenges in communications. Mastercard Foundation saw that leading with fear wasn't driving COVID-19 vaccination uptake among young people across Africa. So, it needed to connect vaccination to what the audience truly cared about.
Humanize
Research unlocked a consistent truth across multiple countries: young people see themselves as active architects of their continent's future. That belief became "Take Your Shot", reframing vaccination as an act of agency and personal ambition.
Activate
Narrative strategy
Rooted in youth identity and aspiration, moving the story from health obligation to collective momentum.
Visual identity
Designed to feel culturally alive rather than institutionally produced.
Hero film
Energetic and anthemic. Driven by a donated track by Yemi Alade.
Results
The film was the keystone of the wider campaign, which reached 111 million people across organic and paid distribution in 54 countries, with a 96% positive sentiment rate.