Countdown for Change

In celebration of the 50th anniversary of the Expanded Programme on Immunisation (EPI), UNICEF invited us to produce a multimedia installation that would captivate global audiences. This installation would be featured at some of the world's most influential gatherings, including the World Health Assembly and the UN General Assembly, where it would serve not just as a tribute to five decades of immunisation efforts but as a call to action for the future.

Active participants in one of humanity's greatest achievements

Our goal was to show audiences that by being vaccinated, they are not just recipients but active participants in one of humanity’s greatest triumphs. In shaping the narrative for this installation, we harnessed the endowment effect—a powerful psychological principle that suggests people are more driven to protect what they already possess than to go after something new. This approach would inspire a deeper connection, encouraging viewers to see themselves as vital contributors to the global success of immunisation efforts, and motivate them to champion the cause even more passionately.

The installation was designed with dual objectives: to inspire the public to pressure their leaders into prioritising and funding vaccination programs, and to urge decision-makers to commit to investing in these life-saving efforts. By emphasising that everyone who is vaccinated is already part of a historic achievement, we aimed to galvanise public support and encourage leaders to see their potential role in ending disease and saving lives.

Portable and accessible

To achieve this, the installation needed to be mobile, easy to replicate and translate, and adaptable for various high-level events and public spaces worldwide. We would build a modular design, to allow UNICEF to tailor messages for different audiences and locations, from international film festivals to local health worker gatherings.

Additionally, we incorporated a flexible experience that could engage both individuals and groups, fostering conversations and commitments among policymakers to invest in their countries' immunisation programs.

How did this take shape?

The experience unfolded in a carefully crafted narrative structure designed to highlight the critical regression in global immunisation efforts due to the pandemic.

We illustrated the setback by creating a clock-themed installation where decision-makers could step inside and understand how the world lost over a decade of immunisation progress, with nearly 800 million vaccine doses delayed or cancelled. The circular structure featured 12 screens (representing 12 hours), which conveyed the story through images and audio, allowing for group interaction and discussion.

On arrival visitors were greeted by a panel displaying the number of unvaccinated children since the start of the day, setting the tone for the experience. They were then given headphones with language options and audio descriptions, ensuring accessibility.

The journey began with a 12-second countdown, aligning with the clock motif, where each screen lit up in sync with the sounds. This sequence invited users to step into the realm of time and begin the experience.

The interaction

As the video across the 12 screens concluded, participants were prompted with a question: "What can you do to put the clock on track for global immunity?" They could select an option displayed on the screen by physically turning the hands of the clock, symbolising their commitment to action.

This interactive element not only reinforced the narrative but also allowed us to connect each participant's pledge with their professional profile. This data became a valuable resource for UNICEF, providing insights into the commitments made and helping to shape future strategies for global immunisation efforts.

The installation took visitors on a journey through the history of human immunisation, celebrating its past successes, addressing the current challenges in resetting the clock, and envisioning a future where prioritising vaccination could save countless lives. The experience concluded with a call to action for decision-makers to commit to advancing immunisation efforts globally.