Unfortunate Endings

Vaccines are a victim of their own success. They’ve been so effective at combating disease that many people take them for granted. However, there was a time when families weren’t as fortunate. They didn’t have access to vaccines for their children. As a result, their stories didn’t always end well.

The “Unfortunate Endings” campaign, Sukle’s latest work for the Wyoming Department of Health, brings that idea to life by putting a delightfully dark spin on some classic fairy tales to illustrate the impact vaccinations (or lack thereof) have. What if, instead of meeting her prince, Snow White gave the seven little men the measles? Goldilocks got lockjaw and couldn’t even try the porridge? The giant in Jack in the Beanstalk got whooping cough, resulting in Jack’s untimely demise? The video and radio campaign uses these familiar tales to lightheartedly remind Moms that without vaccines, our stories wouldn’t be the same. The spots will run during the back to school period through August when immunization requirements are top of mind.

“Unfortunate Endings” is the latest iteration of Sukle’s successful “Thank A Vaccine” campaign. In 2023, Wyoming was the second least vaccinated state in the country. With the “Thank A Vaccine” campaign, Sukle and the Wyoming Department of Health saw a 19% increase in vaccinations among adults and a 2.5% increase among children year-over-year. This fall’s campaign aims to build on this success.