Coming out of Covid’s second wave, a proof of vaccination would be required to enjoy social activities. Research showed that young adults had the lowest vaccine uptake. Norfolk County Council’s Every Vaccine Counts campaign was created to encourage young adults to have the vaccine. The idea behind the campaign was that they could get back into their social activities but with the underlying message that their vaccine, as a collective, was important in getting back into a routine of normality. The campaign targeted digital platforms on social media and web adverts while a print campaign followed. The success of the campaign culminated in a digital advert on Norwich’s largest outdoor screen.