Our target audience lives and feels healthy, so it’s hard to make them realize they are at risk of shingles. On the other hand, they are used to other routine vaccines such as flu and COVID-19. The difference is, that these “seasonal” diseases tend to strike at a specific time of the year probably driven by exterior factors like the change of weather. But shingles is a disease that comes from within. 90% of adults over fifty already have the virus that causes shingles inside them, and it can strike at any time during the year. Therefore, we created a powerful visual representation of that fact by leveraging the impactful image of the shingles rash spanned through several months of a calendar. The creative was launched during flu season and led to an increase in vaccine conversations at the Point of Care.