Coming out of the pandemic, doom fatigue was high—and public health messaging needed a reset. To encourage flu shots, we flipped the script and focused on the upside: All the fun you can have when you don’t have the flu.

Instead of vaccine clichés, we created the No Flu Crew, a cast of inclusive, 70s-inspired cartoon characters who brought energy, optimism, and a little nostalgia to the message. The result: A playful campaign that made getting your flu shot feel like joining the club.