mastercard foundation
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. To battle this, the Mastercard Foundation and the team at Culture Riot asked us to create a film that would move the youth of all African nations to get jabbed.
This is the first generation of Africans who see themselves as Africans, and as change-makers.
We decided that you can't fight disinformation and misinformation, with more information. We needed to find an emotional hook. 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 call to arms that showed how they could lead the way to a brighter future across the continent by getting vaccinated..
The film and the key message “Take Your Shot” formed the centrepiece of the ItsUpToUs campaign. The campaign in its entirety reached 54 countries, 111 million people and built an aggregate movement of 50,000 Africans. The key audience had a 96% positive sentiment rate.