Lupo Burtscher, together with the film production company Miramonte Film and the interface expert Philipp von Hellberg, was commissioned by the South Tyrolean health service to develop and implement an awareness campaign for the measles, mumps and rubella vaccination (MMR). The campaign developed was based on a number of chapters taking place over a two year period using the visual anchor of drawn figure/cartoon character.
The virus as protagonist
The awareness-raising campaign ran over several chapters, opening up different scenarios for communicating the need for the MMR vaccination. The story begins with the introduction of the pathogen virus to underline its present existence. The virus becomes the protagonist. It becomes a character and directly addresses its audience. This character is red, dot-shaped, faceless and with legs. It wants to be part of society. To begin with it holds back but as each chapter develops it becomes increasingly demanding. The virus as protagonist and as an independent character progressively enters into our daily lives with the help of several scenes (chapters). The virus plays with us, is cheeky and affectionate, it cannot be shaken off, but wants more and more.
In Chapter 1 the character figure is already presented in four different postures: cheeky, arrogant, self-confident and shy. These four postures change according to the different communication channels.
Do you want to come with me?
The first chapter deals with the basic question “do I vaccinate my child or not?” It is highlighted that this is a separate decision taken voluntarily. “Do you want to come with me?” embodies this question, initially leaving open what exactly is going on, in order to awaken interest, leaving the observer to make their own decision. At the same time as this first phase the information page entscheidedich.info – deciditi.info about the MMR vaccine is also published. This is a dedicated website that will be established as an information point during the two-year campaign.
The slogan is handwritten, in order to be as close to the character as possible. There are different language versions: bilingual and monolingual. The position of the slogan changes together with the figure.
The virus is a vain, self-absorbed, almost arrogant charmer, who uses every trick of the trade to convince others about itself. From understanding pseudo best friend to femme fatale to aggressive conqueror, all shades of seduction are part of the act.
Its behaviour is that of prima donna, loves to take the stage and naturally expects thunderous applause and unreserved admiration. Not to be forgotten is that he / she / it is genderless or three-sexed, in order to take into consideration “female” attitudes.