Summary
How do you convince young people in the capital of Norway to get vaccinated? You get their grandparents to tell them to do it. By encouraging the older and fully vaccinated part of the population to speak directly to their grandchildren, we increased the vaccination rate from a mere 50% to a COVID-crushing 87%. Showcasing multi-cultural backgrounds, we also celebrated the diversity of Oslo.
Initial situation
Since the start of the pandemic the message was all about self-sacrifice, the young generation was told to protect the elderly, and the iconic «Do it for Oslo» posters hung in every corner...