Mastercard Foundation - Take Your Shot

Encouraging an entire continent to take its shot


Challenge: In Africa the real COVID problem is not that there aren’t enough
vaccines, it’s that people don’t want to take them. To battle this, the
Mastercard Foundation and the team at Culture Riot asked us to create a
film that would move the youth of all African nations to get jabbed.

Solution: We decided that you can't fight disinformation and
misinformation, with more information. We needed to find an emotional
hook. Our research told us that this was a generation who see themselves as
change-makers. We wanted to tap into this feeling and create a call to arms
that showed how they could lead the way to a brighter future across the
continent by getting vaccinated..

Outcome: What could have been a serious, po-faced message lost in the
sea of COVID government comms, became an exciting, celebratory film
(featuring an unforgettable track from pop superstar Yemi Alade) and a
social media-friendly bold, graphic treatment that asks Africans to
'take your shot' in more ways than one.