Who Are You to Decide Who Lives?

To help 21Grams spark belief in vaccines, we took vaccines out of their typical narrative. In a world saturated with information, we gave people an opportunity to think for themselves. We conducted a social experiment, asking participants to choose which of the five people in front of them should live. Later, we revealed that each of those pictures were real stories of people who died from vaccine-preventable diseases. The experiment didn’t stop there. Through print, billboards, and social media posts, each viewer’s thinking was challenged. Then, they were left with one last question: who are you to decide who lives?