Missouri Foundation for Health (Alignco)
As 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.