Client
↳ U.S. Department of Health and Human Services

Agency
↳ Fors Marsh

Scope
↳ Brand identity
↳ Advertising
↳ Film
↳ Out-of-home
↳ Social media
↳ Print design

There are millions of people who are living with a higher likelihood of illness or death from seasonal respiratory viruses, and yet, a large percentage of them are not seeking out the vaccines which could lower their risk. Why is that? Because many people don’t understand the severity.

Risk Less. Do More. is a national campaign to increase awareness of, confidence in, and uptake of vaccines that reduce severe illness from flu, COVID-19, and RSV in at-risk populations.

Team
↳ Russell Hayer
↳ Aerien Mull
↳ Joel Gregory
↳ Joel Gregory
↳ Alex Mustacich
↳ Carlos Fernandez
↳ Blake Hicks
↳ Cody Bartz
↳ Sai He
↳ Adam Kanzer
↳ Lily Jensen
↳ Shey White
↳ Jim Thompson
↳ Jefferson Rall
↳ Dylan Davis

RLDM in Numbers
↳ 6 Project Phases
↳ 9 Month Timeline
↳ $100M+ Budget
↳ 47 Partner Agencies
↳ 5124 Creative Assets
↳ 29.3M '24 Vaccinations
↳ 120M Total Audience
↳ 65M YouTube Audience
↳ ~50K Lives Saved
↳ ~$750B Cost Savings

01

Brand Platform

With Risk Less. Do More. We flipped the script on how vaccines for Flu, Covid-19 and RSV were discussed in public life. Rather than focusing on the public benefit – which faced a polarized reaction – we drew attention to the personal benefits of getting vaccinated: feeling better and doing more of what you love.

02

“Human Count” Campaign

Facts and figures detailing the risks of respiratory viruses can feel abstract to the average person, and easier to tune out as a result. But behind these statistics are real human lives. “Human Count” aimed to close the cognitive gap by visualizing our loved ones in the context of this data.

“LAKE” TV SPOT

A 99-camera setup was used to create the “bullet time” effect, catching our 65+ crew mid-leap into a polar plunge.

“DINER” TV SPOT

A 99-camera rig was used again to create the “bullet time” effect – this time, with the goal of stitching various frozen together in a seamless pan arc montage.