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19 To Zero begins vaccination campaign in Alberta

COVID-19 advocacy organization 19 To Zero has begun a campaign in Alberta called “It’s Never Too Late,” intended to encourage residents who have not yet been vaccinated to do so. The campaign will be aimed specifically at residends of Wood Buffalo and Edmonton. The creative depicts an unvaccinated and critically ill COVID-19 patient being admitted into an ICU to be intubated. The execution features Alberta healthcare workers with experience treating patients with severe COVID-19. Developed by Emergence Creative, the campaign consists of broadcast and out-of-home advertising, accompanied by social media content.

“The idea for the video was to show a patient's exact perspective as they get treated for severe COVID,” said Emergence Creative CEO Raj Pannu. “We wanted to capture the full experience, from admission to intubation, from a first-person perspective, giving the video a really visceral, powerful effect. The loneliness and fear the patient feels is palpable, and we hope it challenges audiences to choose vaccination.”

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