Answering Vaccine Questions for Expectant Parents
An NHS awareness video answering genuine questions about the COVID-19 vaccine for people who were pregnant, breastfeeding or planning a pregnancy, at a time when reliable information mattered enormously.
CLIENT
NHS
SECTOR
Public sector · Healthcare · Public information
SERVICES
Script development · Interview filming · Editing · Final delivery
The brief
As the coronavirus pandemic continued, misinformation about the vaccine and pregnancy or fertility was spreading widely, at the same time as people who were pregnant faced a genuinely higher risk from COVID-19 itself. The NHS needed a video that answered real questions directly and honestly, without dismissing the anxiety many people understandably felt.
The brief demanded genuine care rather than just information, addressing common fears around fertility and pregnancy directly, using clear clinical guidance, without ever sounding dismissive of the concerns behind them.
The finished video needed to work as something people could genuinely trust, shareable content that felt like a calm, credible answer rather than another piece of official messaging to scroll past.
The approach
Working with NHS clinical communications, the priority was accuracy above all else, every claim needed to reflect current medical guidance precisely, with nothing left open to misinterpretation.
Rather than a generic public information film, the aim was content that genuinely answered:
- Whether the vaccine was actually safe during pregnancy and breastfeeding
- The genuine, common concerns around fertility, addressed honestly rather than avoided
- Why the guidance existed and what evidence sat behind it
- Where to go for further, trustworthy information
The tone throughout was deliberately calm and measured, treating the audience with respect rather than trying to persuade through pressure or alarm.
Production
The project involved genuine care at every stage, from the questions chosen to the words used to answer them. This included:
- Working from real, common questions people were actually asking, rather than assumptions about what needed explaining
- Structuring the video to feel like a direct, honest conversation rather than a broadcast announcement
- Ensuring every clinical claim reflected current NHS guidance accurately
- Filming with a tone that stayed calm and reassuring throughout, never dismissive of genuine concern
- Editing carefully, since a delicate subject like this leaves no room for anything that could be read the wrong way
Throughout, the NHS’s own clinical oversight ensured every claim in the finished video was accurate and appropriately caveated.
The result
The finished video gave the NHS a genuinely trustworthy piece of content it – and partnership organisations – could share with people navigating real anxiety at a genuinely difficult time.
It answered real, common concerns directly, without judgement, in a subject area where misinformation was widespread and the stakes for getting the tone wrong were genuinely high.
By combining clinical accuracy with genuine sensitivity, the project became a small example of a bigger truth, that some of the most valuable video work is not the most visually striking, but the most trusted.
Why this project worked
This project shows what it takes to handle a genuinely sensitive subject well, real questions answered with real care, at a moment when getting the tone wrong could have done more harm than saying nothing at all.