Conceptualize, produce and deliver a 4-part public health video campaign aimed at driving vaccination awareness at the peak of the 2020 pandemic — on a tight public-sector budget and timeline, with distinct narratives for different demographic groups and business sectors.
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Ministry of Health · 2020 · Public health campaign
Vaccination campaign
A four-part public health campaign encouraging vaccination, each spot written for a different audience.
What I owned
- Concept
- Story
- Team
- Budget
- Production
- Post
Overview
What I did
- Audience strategy. Designed a 4-part narrative structure, tailoring tone, casting and messaging to specific demographics (youth, seniors, families) and business verticals (retail, hospitality, corporate services).
- Creative development. Developed the treatments and scripts, translating public health guidelines into emotionally resonant, non-coercive storytelling.
- Stakeholder approvals. Navigated regulatory standards and multi-layered approval cycles — pitching concepts, defending pre-production books and securing compliance sign-offs.
- Lean production. Batch-shot across multiple locations on a compressed schedule to deliver four distinct spots while controlling costs.
- Post & delivery. Supervised editorial, color, sound and localized formatting for broadcast and digital distribution.
Outcome
- All four spots delivered on schedule and within budget.
Stills
