The brief was to raise awareness about shingles among people aged 50+ in Singapore and their caregivers, and to drive vaccination.

We chose to communicate through real patient stories, highlighting the intense pain and suffering caused by shingles. The rawness of these experiences was more powerful than any crafted message, making the audience empathize, cringe, and ultimately feel compelled to act.

Here’s a look at the campaign :

Stop the story before it begins.