Call The Shots

Art Direction + Photography + Layout Design

PRODUCT Promote the availability of the HPV vaccine for boys

OBJECTIVE Convince mothers that the human papillomavirus vaccine for boys is necessary for the protection of their children

TARGET MARKET Young women (late Generation X and early Millennials) starting families in the South Bay

STRATEGY Appeal to maternal protective instinct

PROPOSITION You can’t protect your child from everything, but you can protect them from HPV by getting them vaccinated.

CAMPAIGN You can’t protect them from everything, but you can protect them from HPV. Call the shots.