With rising cases of diseases like whooping cough and measles, the Oxford Vaccine Group, part of the University of Oxford, launched a public health campaign to turn the tide on declining vaccination levels in the UK.
To support the campaign, the Vaccine Knowledge Project team asked Scriberia to create an animation that could explain how vaccines work in a way that anyone could understand. Their goal was to inform and inspire action, encouraging the public to embrace vaccination as a shared responsibility.
To visualise the concept of vaccine protection, we used a simple but effective metaphor: the umbrella. When most people raise their umbrellas, they form a protective canopy against the rain—sheltering even those who can’t hold one, like infants or the immunocompromised. But when fewer people raise umbrellas, gaps appear and more people are left vulnerable.
This clear, visual analogy became the heart of the animation, helping to illustrate the idea of community immunity in an accessible and emotionally resonant way.
We also ensured that the animation reflected a wide demographic, including characters of different cultures, ages, and backgrounds, to increase relatability and inclusiveness.
Rosa Fisher, animator at Scriberia, explains: “We told the story with a bold, graphic visual language to let the umbrella metaphor shine through. We used light and dark to create visual contrast and ensure the tone felt warm and reassuring—empowering viewers to see how their actions can protect others.”
The final animation transformed a complex and sensitive topic into an engaging, visually driven story—giving the Oxford Vaccine Group a powerful tool to support their awareness campaign.
It has since been widely shared across their website, social media channels, and public events. The animation has also attracted attention from major outlets including Good Morning Britain, Sky News, The Independent, and The Evening Standard.
Charlie Firth, Vaccine Knowledge and Public Engagement Manager, said: “Scriberia always creates incredible work. A huge thank you for your support—this animation will make a real difference.”