Story

The NHS had a specific problem with young people in mid 2021: not enough of them were getting vaccinated, and public health messaging wasn't cutting through. The tone was too serious for an audience that had spent a year being told what they couldn't do. What was needed wasn't another awareness campaign, it was a reason to act, and something worth acting for.

Action

Seed partnered with the NHS and Club MTV to create The Reunion - a nationwide campaign built around a genuine incentive. Young people could win tickets to an exclusive live event simply by posting on social media with #getyourshot. The mechanic turned vaccination into a social act rather than a civic duty, and gave the campaign a cultural hook that health messaging rarely gets.

The hub site getyourshot.co.uk sat at the centre of everything, housing vaccine and testing information alongside competition details. Over 1,300 student micro-influencers distributed branded assets across 100 universities, a paid social campaign extended reach beyond campus, and a nationwide MTV television campaign carried the message to a broader youth audience, generating over 1.17 million ad views.

The campaign ended the way it promised: 350 young people brought together at Village Underground in London for a live gig headlined by Rudimental and Young T & Bugsey. The event was the prize — and the proof that getting vaccinated meant getting your summer back.