Public Health Scotland
- Social
- Campaign
- Motion graphics
Getting teenagers vaccinated isn’t always straightforward – especially when the subjects involved are sensitive and consent forms get lost at the bottom of school bags.
We created a social-first campaign that felt like authentic content, rooted in the everyday reality of family life – specifically, the group
chat.
The result? Record-breaking (and award winning) engagement and impact.
The Challenge
Public Health Scotland needed to boost uptake of teen vaccines, many of which protect against conditions passed through sexual contact. Their main goal was to get parents to sign a consent form – but after the pandemic, many were more hesitant about vaccines in general.
Campaign content needed to reach both parents and teens without alienating either group. Too informal, and parents might tune out. Too serious, and teens would scroll past.
Add to that low attention spans on digital platforms, and we had to work hard to cut through.
Research showed the main barrier wasn’t outright rejection – it was simply that families weren’t talking about it. The solution had to gently nudge conversation, without coming across as preachy or clinical.
The Solution
We built the campaign around a familiar family touchpoint: the group chat. Using playful, “eavesdrop-style” content that mimicked private messages, we created a tone that felt natural to both parents and teens. The creative was platform-native, attention-grabbing and, crucially, relatable.
The campaign closed with a direct, memorable call-to-action: “Chat. Sign. Protect.” — turning family conversation into real-world action.
Results
96% of respondents agreed they were more aware of the importance of vaccines and 78% took some form of action and the campaign has won many awards including Gold, and a Bronze at the Marketing Society Star Awards 2024 and gold for Health at the UK BIMA Awards.96%
of respondents agreed they were more aware of the importance of vaccines
92%
of parents/carers said the campaign motivated them to discuss vaccination with their child
75%
took some form of action
"The Bright Signals team understand the brief, navigate complexity, and deliver standout - and on this occasion - award‑winning work!"
Jennifer Renton, Communications & Marketing Manager, Public Health Scotland