Flu can be seriously debilitating not just for children but for local health services. Vaccinating them is proven to reduce hospital admissions by 85%. The effect even spreads to the adults around them, reducing their doctor visits by 63%.

Against this background and hardening attitudes towards vaccination our brief was to target hard to reach parents and persuade them to get their child vaccinated against flu.

The Petri Experience – we created the world’s largest petri dish then invited kids to leave their handprints on it. These children's (and their germs) became part of the living poster experienced by people in a shopping mall, the bacteria spreading in front of their very eyes. A disgusting demonstration of how kid’s hands can spread germs. The argument for getting the children’s flu vaccine growing every day.

The results of our campaign were striking. Proving that some things just have to be seen (or heard) to be believed.

Half the UK engaged with the campaign

33,300,150 impressions

2,074, 792 interactions

+53% forecast expectations

3,064,876 vaccines given

But most importantly, we changed behaviour, with 79,687 extra kids vaccinated