Encouraging an entire continent to take its shot

In Africa the real COVID problem is not that there aren’t enough vaccines, it’s that people don’t want to take them. We fought conspiracies around Bill Gates, microchips and 5G to get young Africans to take a shot against COVID-19. Our research told us that this was a generation who see themselves as change-makers. We wanted to tap into this feeling and create a celebratory call to arms. The campaign in its entirety reached 54 countries, 111 million people and built an aggregate movement of 50,000 Africans.