The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Experiential / Immersive / Events
Annual ID
OS23_PH017M
About the Work
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%.
We created A Touch of Flu. A campaign of that dramatizes the ease with which kids not only pick up, but spread, flu. Because, let’s be honest, kids touch everything. They’re the ultimate super spreaders. But how do we reveal just how super they are at it when flu is invisible?
The UV Experience is an experiment to visually reveal the spread of flu germs. We placed UV ink under schoolchildren’s noses then watched to see how far it would spread during the day. The answer was…literally…everywhere, as the traces of touch were spread across the school and each other. Colourful and powerful, the children cast light on why it’s so important to vaccinate them. The experience was filmed and shared on specific social platforms boosting the contagious nature of the campaign nationally.
The results of our campaign were just as striking. Proving that some things just have to be seen 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
79,687 extra kids vaccinated
2023 Awards
Total Points: 3
Merit
Credits
Agency
21grams
Production Company
MTP / Glasgow
Chief Creative Officer
Frank Mazzola
Tom Richards
Director
Martin Smith
Director of Photography
Ian Forbes
Editor
Sean
Executive Producer
Maeve McMahon
Group Creative Director
Gregor Findlay
Kevin Colquhoun
Producer
Italia Bianco
Sound Designer
Tom Povey
Agency Producer
Selena Dey
Senior Account Director
Emily Ball
Creative Team
Kevin Colquhoun
Jon Webb
Tom Wordley
Gregor Findlay
account director
Hannah Bonnell
Colourist
Jonny Thorpe
Franchise Head – Flu & RSV, Vaccine & Immune Therapies
Grace Blomfield
Head Of Digital Platform Excellence
Matt Moore
Head Of Production
Jill Landaker Grunes
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