The Reunion: the NHS x Club MTV #getyourshot vaccination campaign

In mid 2021 not enough young people in the UK were getting vaccinated, and NHS public-health messaging was too serious to cut through to an audience that had spent a year under restrictions. After twelve months of being told what they could not do, young people had tuned out earnest official instruction, and public health campaigns default to exactly the awareness register that was failing. This audience did not need another warning, it needed a reason to act and something worth acting for.

Seed Marketing and Club MTV built The Reunion around a genuine incentive: post on social with #getyourshot for the chance to win tickets to an exclusive live reunion gig. The getyourshot.co.uk hub housed vaccine and testing information alongside competition details, over 1,300 student micro-influencers distributed branded assets across 100 universities, and a paid social campaign supported the push. The NHS moved from instructing to inviting, borrowing Club MTV's cultural credibility to make vaccination a social act rather than a civic duty.

Swapping instruction for incentive, and pairing the NHS with an entertainment brand, gave a restriction-fatigued audience a reason to act and lent credibility in cultural spaces where official voices struggle. Seed Marketing reports 1.5M unique site visits in four weeks, 4.4M impressions, 21,566 competition entries and 1,232 pieces of PR coverage. Every figure comes from Seed's own case study with no independent corroboration, the metrics measure participation rather than vaccinations delivered, and no vaccination uptake figure or platform breakdown is disclosed.