Instead of using fear to highlight the importance of vaccination, we helped Mastercard Foundation build a movement for vaccination that people wanted to join.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2021
The Mastercard Foundation partners with visionary organizations to empower young people in Africa to access dignified and fulfilling work. During the pandemic, this mission extended to public health, as the Foundation sought to combat the slow uptake of COVID-19 vaccinations among younger audiences.
CONTEXT
CHALLENGE
STRATEGY
The Foundation’s marketing team understood a painful truth: you can't combat misinformation with more information. It needed to move beyond explaining why vaccines were important and instead meaningfully connect vaccination with the beliefs, cultures, and aspirations of their target audience.
Transition the brand's communication from a logical argument for vaccination to a universally resonant call to arms. “Take your Shot” created meaning and trust around vaccination, showing audiences how they could lead the way to a brighter future by taking care of their health.
Methodology
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01
Audience Architecture
Research revealed a common insight across countries: the next generation of Africans see themselves as change-makers for their continent, actively building a new future.
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02
Storytelling Strategy
To resonate, we needed a rallying cry that showed how getting vaccinated could empower people to keep leading their communities. The insight: health, safety, and success all go hand-in-hand.
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03
Source of Meaning
We articulated this insight through a powerful platform: “Take Your Shot.” The idea reframed vaccination not as a medical requirement, but as an act of empowerment—inspiring young Africans to take their shot at life and create the future they wanted to see.
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04
Brand Amplifier
A punchy and dynamic mixed-media video, made powerful by a custom music track featuring the brilliant artist Yemi Alade, served as the campaign’s centerpiece.
RESULTS
Campaign Reach:
54
countries
111 million
people
96%
positive sentiment rate
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