Insight: Around 22 million people in the UK still haven’t got the COVID-19 vaccine. The rates of infection are still high in the country and match the total of new cases from December last year – right before the country went into full lockdown. More than 100 people are dying each day.
Challenge: How do you encourage people to get the vaccine? What are different ways to look at the problem?
Idea: You wouldn’t drink and drive.
TV AD INT. OFFICE SPACE. A young man is shown working at his computer desk. You can see a picture frame of his mum - who is elderly - on the desk. He looks at it dearly. He then says goodbye to his colleagues and leaves. CUT TO: The young man is sitting next to lots of people in an underground train. A few of them are drinking alcohol. One of them hands the young man a bottle, and he gratefully accepts. CUT TO: The young man is walking along a path to his house, while drinking the alcohol he was given. He enters his house. In the same frame, the man shortly leaves his house with changed clothes, a present in one hand, and still appears to be drinking a bottle of alcohol in the other. He gets into his car. CUT TO: The young man's mum is reading a magazine as she looks at the time. It shows that it is 7pm. She appears excited as she looks at a picture frame of her son. CUT TO: The young man is drinking while he is driving. You can see him narrowly missing people as he drives along the road. CUT TO: The young man's mum gets up from her chair and reaches for her coat. CUT TO: The young man is driving towards a house. He gets closer and closer. CUT TO: The young man's mum opens her door and she walks outside. CUT TO: The young man sees his mum walking to him but he can't stop the car. He panics. He drives straight into her. CUT TO: The young man's mum is in hospital with a breathing apparatus strapped to her face as he sits by her side looking devastated. FADE TO: You wouldn't drink and drive. FADE IN: 22 million people in the UK are not yet vaccinated against COVID-19. FADE IN: Get the vaccine today.