Telling a Multigenerational Story: Coho Films’ Latest Campaign on Vaccine Hesitancy in the Latino Community

At Coho Films, we’re driven by storytelling that resonates—narratives that connect with real people and reflect real lives. Our latest collaboration with C+C and the Washington State Department of Health centers on a deeply emotional and culturally resonant message: encouraging COVID-19 vaccination among members of the Latino community who may still be hesitant.

A Story of Family, Memory, and Health

This commercial unfolds across generations. It begins in the 1980s, as a young Latino couple takes a self-portrait with their newborn baby. Everything—from the wardrobe and hair to the furniture and camera—is unmistakably rooted in that era, evoking a moment of new life and hope.

We then transition to the present day, where that same photograph sits in a vitrina, or display cabinet, surrounded by decades’ worth of family heirlooms, keepsakes, and cherished memories. The camera scans over the crowded shelf, telling the quiet story of a full life, lived together.

But then—we see an empty shelf, holding only a COVID-19 wristband.

A voiceover cuts in: “Without our loved ones, life would feel like an empty shelf.”
A hand places a new ultrasound photo on that shelf—revealing that the daughter is now pregnant. We see her rejoin the family for a celebratory dinner. The message is clear: when we protect our health, we protect our legacy.

Made with Cultural Accuracy and Deep Care

This project was more than a commercial—it was a challenge in precision, sensitivity, and cultural storytelling. Originally written in Spanish and then transcreated into English, the narrative was designed to speak authentically to Latino families in Washington State.

Every detail mattered:

• Wardrobe and hairstyles were era-accurate, down to the buttons and bows.

• The set design needed to feel both nostalgic and emotionally rich.

• Casting reflected authentic representation across generations.

• We even sourced real archival photography to support the family timeline.

Our team at Coho Films worked closely with C+C to ensure everything—from creative conception to final color grade—felt respectful, moving, and visually compelling. It was a beautiful challenge, and one we were honored to take on.

Collaboration with Purpose

As with many of our previous projects for the Washington State Department of Health, this video required a thoughtful approach to public health messaging, cultural nuance, and visual storytelling. Working with C+C again was a highlight; their strategic vision and commitment to doing meaningful work aligns perfectly with our values at Coho.

The Power of Visual Storytelling in Public Health

Tackling vaccine hesitancy isn’t just about data—it’s about connection. By creating emotionally grounded video content that speaks to shared values like family, legacy, and love, we’re able to help organizations like DOH reach communities with empathy and impact.