THE MASS ARCHIVE SEFTON EVENTS: IT’S ON US
NHS Sefton It’s On Us.
Turning Shared Responsibility into Action.
MASS Role
MASS developed the creative direction and campaign identity for a vaccination-awareness initiative commissioned by NHS South Sefton CCG and NHS Southport and Formby CCG.
Working to a demanding schedule, we transformed a complex and sensitive public-health brief into a positive, inclusive campaign designed to engage younger, vaccine-hesitant communities throughout Sefton.
Client
NHS South Sefton CCG and NHS Southport and Formby CCG
Delivery
Creative Strategy · Campaign Identity · Concept Development
Art Direction · Copywriting · Image Retouching
Digital Billboards · Outdoor Advertising · Print
The Challenge
The NHS communications team needed to address barriers to COVID-19 vaccination within vaccine-hesitant communities across Sefton.
Younger people were a particular priority. The campaign needed to bring this audience on board positively, avoiding fear, confrontation or an overload of medical information.
The media plan evolved during the project. Proposed bus-rear advertisements were replaced by a landscape D48 roadside billboard, a portrait digital screen in Asda and printed street-level kiosks.
One campaign idea therefore had to remain recognisable across very different formats and viewing distances. It also needed to progress through several layers of NHS approval and be completed by a fixed artwork deadline of 9 July.
The Idea
MASS initially presented two contrasting creative routes.
“Operation Vaccination” used double-exposure portraiture to represent the wider community, while “It’s On Us” introduced a simple piece of wordplay to communicate collective responsibility.
The final direction brought together the strongest elements of both ideas: the memorable “It’s On Us” strapline and the human impact of the double-exposure treatment.
A portrait of local Sefton resident Neenu became the campaign’s central image, surrounded by a layered collection of younger, ethnically diverse faces. The supporting portraits gave the work energy, positivity and a stronger connection with the communities the campaign needed to reach.
Imagery of people pointing towards themselves was also explored as a way of turning the headline into a visual gesture—reinforcing that vaccination and the protection of the wider community were responsibilities shared by all of us.
The Work
MASS developed the selected concept into a flexible campaign system for roadside, retail and street-level advertising.
Neenu’s portrait was sensitively retouched while retaining the honesty and authenticity of the original photograph. The surrounding double-exposure layer was rebuilt using younger stock imagery and photographs of local Sefton residents, ensuring the campaign felt inclusive and relevant to its intended audience.
The typography and layout were carefully refined following accessibility and stakeholder feedback. The contrast between yellow lettering and pale backgrounds was strengthened, the blocks surrounding “It’s On Us” were given greater definition and negative space, and the headline was aligned more deliberately within the overall composition.
The supporting message was amended to:
“#LetsGetVaccinated for our family, friends and community”
The correct NHS identity was introduced, repositioned in its preferred right-aligned location and balanced against the other campaign elements.
The finished system was adapted for the 760 × 400-pixel D48 landscape billboard, the 1080 × 1920-pixel D6 portrait screen and the large-format printed kiosks. Cropping, headline scale and portrait positioning were adjusted individually so Neenu’s face and the central message remained clear in every format.
RGB JPEG artwork was supplied for the digital displays, with production-ready files for print and additional PNG assets provided for use within supporting leaflet materials.
The Result
“It’s On Us” gave the NHS teams a distinctive and adaptable platform for addressing vaccination hesitancy across Sefton.
The combination of Neenu’s authentic portrait, the layered community imagery and the concise strapline made a complex public-health message feel personal, positive and immediately understandable.
The final campaign retained a consistent identity across landscape and portrait digital displays, roadside advertising, printed kiosks and supporting communications.
Despite changing media requirements, a compressed production schedule and input from multiple approval teams, the work progressed successfully from initial creative exploration to final production artwork.
Stakeholder feedback was extremely positive, with the internal communications team reporting that everyone was “loving it”. The completed formats were approved for a staggered rollout across the following weeks.
Client Response
“Thanks again for the great artwork. I really loved the clever strapline.
The various formats should be live, staggered over the next few weeks. Really great to work with you, thanks for all your expertise.”
Jo Shelbourne-Stockton Communications and Engagement Officer NHS South Sefton CCG and NHS Southport and Formby CCG