Shot of Humanity

Problem:
Throughout the COVID-19 pandemic, Banner’s largest market, Arizona, saw much reluctance to comply with safety mandates and recommendations. And vaccine hesitancy mirrored that trend, as Arizona recorded much lower vaccination rates than the national average.

Banner realized that much of the conversation surrounding the vaccine was cold, clinical, and led by politicians or pharmaceutical corporations. This rhetoric began to feel more and more out of touch with an already skeptical market.

Objective:
With our community’s vaccine hesitancy growing, we aimed to bring a more comforting and empathetic message to market encouraging vaccination.

Insight:
Audiences had heard so much about the scientific goals and claims behind the vaccines, but rarely heard its more relatable intent: bringing us closer together again.

Idea:
Show our audience that the vaccine is a Shot of Humanity, designed to restore our connection to each other and take back moments of togetherness.

Approach:
There are few better ways to show humanity than through the small joys of everyday gathering places. After being deprived of congregating in locations like parks and swimming pools, imagery of them bustling with excitement coupled with spoken word poetry proved to be an arresting reminder of all we’ve missed.

The biggest challenge? With all film production on hold in the U.S., Banner craftily composed this :30 commercial, to remind audiences of the joyful human moments the vaccine could help us get back, with all stock video footage.

The choice to utilize birds-eye-view footage also allowed us to show a wide range of human interaction and exchanges happening all in one place, further driving home that connection and togetherness.