Background
Japan ranked 129th in vaccination — last among OECD nations.
Japan initially managed COVID-19 effectively without strict lockdowns. This success bred vaccine hesitancy early in 2021. By April, cases surged with a third State of Emergency declared. The public grew frustrated with slow vaccine procurement and unclear rollout plans. Despite this pressure, just 25% said they would "definitely" get vaccinated, with only 16% of ages 20–29 showing firm commitment.
The Goal
Reduce vaccine hesitancy by making information engaging and accessible.
The goal was to reduce vaccine hesitancy by making authoritative information engaging, relevant, and easy to comprehend for young and high-hesitancy communities.
The Strategy
Young adults were the critical demographic.
Research identified young adults as the critical "wait and see" group fearing side effects more than COVID itself. They perceived no urgency and trusted social media anecdotes about fevers and headaches over mainstream health communications.
The Solution
"Let's start after learning right."
A 60-second film titled "ちゃんと知ることから、はじめよう。" ("Let's start after learning right") directed viewers to authoritative sources on YouTube's official COVID-19 page. The approach emphasized learning from experts rather than mandating vaccination decisions.
The Results
16+ million views. Japan reaches 77% vaccination within six months.
The campaign achieved 16+ million views and positive medical publication coverage. Within six months, Japan reached 77% vaccination among the general population by October 2021, including improved rates among younger demographics previously hesitant.
