North Dakota University System
Vaccination Campaign
The Challenge
The North Dakota University System (NDUS) wanted to encourage students to learn more about vaccine-preventable diseases that have the highest rate of occurrence among college students. They looked to MABU to break through misinformation about vaccines, declining vaccination rates, and apathy toward public health authority. Four messages focused on MMR, meningitis, flu, and COVID vaccines needed to empower students to make informed choices about their health.
Our Solution
MABU’s approach to this challenge was to literally deconstruct the typical, tired, ineffective public health message. Our collage-style static ads felt handmade, unique, and nontraditional. Then, we took what we had and crumpled it up. No kidding! Step two was to employ stop motion animation on these ads.
The detailed process involved crumpling and unfolding pieces of paper on a green backdrop. Piece by piece, we photographed each element, made tiny adjustments, photographed them again, and so on. After digitally layering each element into the composite, you get the surprising and engaging stop-motion graphics featured in this campaign. The result was a highly successful message that drove students to do their research and make up their own minds about vaccinations.
At MABU, we aren’t afraid to try something new. Strategy leads our creative process and imagination fuels our spirit. They came together in this campaign to push the limits on public health media in North Dakota.
