The Big Sneeze - Poster

When the 2021 flu season came around, parents had already been bombarded with Covid-19 vaccination messages and were stuck in indecision. To prompt these hard-to-reach parents, 21Grams London created a pilot campaign in Manchester for AstraZeneca that actually sneezed on people. The interactive digital posters sneezed on passersby, using a bespoke spraying mechanism and built-in speakers. The harmless water vapour meant the message got right in their face. The film documenting the experience was then shared online, helping to create a 12.7% increase in vaccination uptake in Manchester.