Missouri Foundation for Health (Alignco)
As COVID vaccine hesitancy persisted in parts of the state, research revealed that neither scientific data nor public pressure were moving the needle. What did resonate: making the decision for someone else—a loved one who was concerned, vulnerable, or couldn’t get vaccinated themselves.

We built a campaign around that insight, crafting a series of narrative-driven spots to reflect authentic, personal stories. Each ad follows a Missourian’s choice to get vaccinated—not because of a mandate or a headline, but because someone they cared about asked them to.

Though produced entirely from stock footage, the spots were carefully constructed to feel as if they’d been intentionally filmed in a documentary style—telling emotionally grounded, linear stories that were both real and relatable.