Covidball

Briefed into a world saturated with COVID-19 information, the challenge was immediate: even doctors were tired of hearing about it. By late 2023, most of the UK had moved on, yet a BBC reported University of Bath study showed more than 1.2 million vulnerable people were still shielding, including transplant recipients, cancer patients, and the immunocompromised. Research revealed that healthcare professionals, like the public, had developed a form of message fatigue, becoming largely immune to communications that even mentioned COVID-19.

To cut through this apathy, the idea reframed the threat in an unexpected way. Instead of more clinical messaging, the campaign imagined a world between a hospital and a pinball machine, where the steel ball symbolised the constant, unpredictable presence of COVID-19. Brought to life through a mix of dramatic live action and charming animation, the approach re-engaged doctors by focusing their attention back on protecting vulnerable patients. The result was strong adoption and impact, with 93 percent of field reps saying they would use it, over 9,000 views, nearly 6,000 website visits, and more than 1,200 new healthcare professionals opting in for further information.