Over the past decade, confidence in vaccine safety has declined significantly in many parts of the world. Vaccination not only protects the individual receiving it, but also strengthens herd immunity, creating a protective buffer for people with compromised immune systems who cannot be vaccinated themselves. 95% Project highlights the missed experiences of immunocompromised individuals who are excluded from everyday social life due to the risk of infection. Leveraging the emotional dynamics of FOMO through the familiar interface of an event booking platform, the campaign encourages those who can be vaccinated to recognize the broader impact of their decisions and help create safer, more inclusive communities for everyone.
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Locked Profile
Encountering premium content locked behind a paywall is a familiar experience for Gen Z, often creating an immediate sense of missing out. The campaign draws on this universal digital behavior to illustrate a far more consequential reality faced by people with compromised immune systems. Their profiles are intentionally "locked," symbolizing the everyday opportunities they are forced to miss due to the risk of infection. While access is restricted, their interests, hobbies, and personalities remain fully visible, reminding users that these individuals are no different from their peers. The only barrier separating them from everyday experiences is the lack of a safe environment created through collective immunity.
App Hijacking
Within the event booking platform, users can view both confirmed attendees and a separate list of "waitlisted" participants. These waitlisted profiles represent immunocompromised individuals who are unable to safely attend unless the event achieves 95% Verified status, indicating that at least 95% of attendees have submitted proof of vaccination. This mechanic transforms herd immunity into a visible, measurable milestone while illustrating how individual vaccination decisions directly affect another person's ability to participate. For users who have not yet been vaccinated but wish to help, the platform provides resources to locate nearby vaccination clinics and learn more about their eligibility.
The event booking platform introduces an additional filter called 95 Safe Zone, allowing users to browse only events where at least 95% of attendees have verified their vaccination status. By making safety a visible and searchable part of the experience, the feature provides a simple way for users to identify events that offer greater protection for immunocompromised members of the community.
Profile Badge
Users who receive a vaccination and register their records with the app receive a Vaccine Verified badge on their profile, making their status visible to others. The profile also tracks the collective impact of their participation, displaying the number of events they have helped protect and the number of profiles they have helped unlock. Once a verified user contributes to an event reaching the 95 Safe Zone, they automatically earn one “Event Protected” and one “Profile Unlocked” achievement, turning individual action into a visible measure of community impact.
Custom E-Ticket
The event ticket added to a user's mobile wallet features two distinct designs based on their vaccination status. Users who verify their vaccination status when purchasing or RSVPing receive a special-edition ticket design, while a regular voucher simply features a QR code and minimal information for the event.
The primary subjects in each photograph are obscured by a padlock and slide-to-unlock interface, drawing on familiar UI conventions to evoke a sense of FOMO while building empathy.
Spread The Message
As people with vulnerable immune system - or those with a locked profile on the event booking app or any socials - explore and sign up for events around the world, the message to turn any place “95% safe” will also spread, just like a virus spreads across population, except here, it’s a healthy message not a deadly disease.
Inspired by the iconic Golden Ticket from Charlie and the Chocolate Factory, the 95% Project rewards users who have made a meaningful contribution to protecting vulnerable members of their community. Much like YouTube celebrates creators through its milestone awards, the 95% Project turns collective action into something worth celebrating. Those who reach significant milestones receive a physical Golden Ticket, engraved with their individual achievements as a tangible token of recognition.