UNICEF vaccinations video racks up 30m views in 24 hours

VaynerMedia London has created a new PSA (Public Service Announcement) video for UNICEF to coincide with World Immunisation Week 2020. It was created by the agency following a competitive global pitch for the project and follows VaynerMedia’s long-standing work with UNICEF on fundraising.

Each year, UNICEF highlights the importance of vaccinations and their role in keeping preventable diseases at bay. It partners with governments, NGOs, other UN agencies and the private sector to immunise the children who need it most. This year, due to the spread of COVID-19, the world is more aware than ever of the damage a global pandemic can cause.

The PSA, ‘Waiting’, was developed by VaynerMedia London to demonstrate the power of vaccinations in keeping us safe and free, by tapping into people’s current, shared experience and hope for a COVID-19 vaccination.

In the video, parents and pregnant women are encouraged to protect their children with routine vaccinations as soon as possible, once the worst of the current pandemic has subsided.

The video launched across Facebook and Instagram this week. Initial performance data from the campaign shows that it received 30m views in the first 24 hours.

Paloma Escudero, global director of communication at UNICEF, said: “The COVID-19 pandemic has brought to light the power of vaccines to keep us safe and healthy. By urging parents to vaccinate their children with the vaccines we already have, we are urging them to protect all children, everywhere. Vaccines do save lives.”

Becky McOwen-Banks, Executive Creative Director of VaynerMedia, added: “To land such an important and simple message at this time is a huge task. Yet achieving 30m views in 24 hours is truly extraordinary. It is a testament to how strongly this issue currently resonates with people and a sensitive reading of the social and cultural environment we are in. We are so pleased this message has hit home with empathy and clarity and hope it continues to do so across other markets.”