Our solution was to utilize special ink that reacts when exposed to ultraviolet radiation. When the recipient takes the card out of the envelope, the ink reacts to the light and tiny “measles” pop up all over the card. The front of the card reads “not vaccinating children puts all of use at risk.” The back includes a paragraph explaining herd immunity and the importance of protecting those children who can’t be immunized for medical reasons.

This DM piece was mailed to approximately 50,000 parents across British Columbia at the time of year when their childrens’ vaccinations were due. Distribution began in August of 2015 and is still ongoing.

The postcard was shared widely online and quickly elevated from a simple mailer to a national news story. News outlets including the Huffington Post and the CBC ran stories about it, earning thousands of impressions on social media by sharing a video of the mailer in action and showcasing the issue on their homepages. ImmunizeBC does track Provincial vaccination rates, and we expect to see concrete results later this year.