Kids Lead the Way: Coho Films Helps Washington DOH Deliver a Vaccine Message That Sticks

When it comes to public health, sometimes the most powerful voices are the smallest ones. Coho Films partnered once again with C+C and the Washington State Department of Health to produce the “Kids as Spokespeople” campaign—a vibrant, bilingual series of videos and ads that put children front and center to talk candidly about the importance of the COVID-19 vaccine.

This project didn’t just deliver a message—it gave it a face, a voice, and a setting that felt both imaginative and grounded in everyday experience.

A Deconstructed School Environment, Reimagined for Impact

The campaign’s visual concept revolved around a familiar, accessible space—a school—but seen through a creative, deconstructed lens. Our team built a custom-designed studio set, featuring a school bus yellow backdrop, a classic school desk, and carefully curated props like toys, books, plants, and learning tools to echo the atmosphere of a classroom without replicating one exactly.

This controlled environment gave the campaign a vibrant and stylized tone while remaining child-friendly, inviting, and grounded in real life.

Kids and Doctors Speak Their Truth

The heart of the campaign was a series of authentic interviews with children explaining—in their own words—why getting vaccinated matters to them, their families, and their classmates. Their messages were honest, hopeful, and often surprisingly wise.

To bolster credibility and address common concerns, we also featured real doctors in the videos. These healthcare professionals responded to kids’ questions and provided clear, empathetic information that helped connect the dots for viewers of all ages.

Our team conducted interviews and content capture in both English and Spanish, allowing the Department of Health to reach diverse communities across Washington with culturally resonant messaging. This multilingual approach was essential to increasing accessibility and inclusivity for the campaign’s statewide audience.

Multi-Platform, Multi-Deliverable Success

The final deliverables included:

• Broadcast-ready TV commercials

• Social and digital videos optimized for various platforms

• Radio spots in English and Spanish

• Still photography for print and web use

Every asset was developed to feel fresh, friendly, and full of personality—just like the kids we filmed.

Storytelling That Builds Trust

Working with C+C, a longtime partner known for purpose-driven creative, is always a rewarding experience. Together, we’ve helped the Washington State Department of Health deliver vital messages with a human (and sometimes little kid-sized) touch.

By giving children a platform to speak for their communities, this campaign helped reinforce a message of trust, safety, and hope—delivered by the very people we’re all working to protect.

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Coho Films brings a human-centered approach to video production for government agencies, nonprofits, and community-driven campaigns.