Children's Vaccines
Public Health Scotland
- Film
- Campaign
This campaign is rooted in a simple human truth: being a parent is overwhelming.
Even when parents know something is important, exhaustion, anxiety, mixed messages and the everyday chaos of family life can make taking action feel hard.
Vaccination rates aren’t slipping because parents don’t care. They’re slipping because life gets in the way. Our role wasn’t to lecture or overload parents with information, but to cut through fatigue and doubt with empathy, reassurance and clarity.
The idea reframes childhood vaccination as a simple act of love. Not just another task on an endless to-do list, but one meaningful decision that takes something off it. If your child is vaccinated, that’s one less thing to worry about — even when everything else feels messy and out of control.
Creatively, we show the unfiltered reality of parenting: the chaos, humour and unpredictability every parent recognises. Against this backdrop, calm and reassuring messaging lands with warmth and trust. The tone is human and supportive, using playful, hand-written typography to soften a serious subject and feel authentically parent-to-parent.
The result is a national campaign that doesn’t ask parents to be perfect. It simply reassures them that by vaccinating their child, they’ve already done something deeply protective — and that matters.
Channels: TV, radio, outdoor, social and digital display