The spring of 2022 was quite a hectic time. It was the first spring living freely after two years of living harsh times due to the pandemic. Life was quite normal, the mask mandate had fallen in most situations, bars were open once again, and things had returned to normal. Or at least we thought.
Ever since the surge of the Omicron strain of Covid, the number of positive tests have multiplied to record-breaking numbers in January 2022. Between December 1 and April 30, more than 2,9 million people in Portugal tested positive for Covid, and of those, more than 1 million people did not have the vaccine booster. The arrival of spring and the winds of a more calm and normal life had returned and the hopes of a natural immunity lingered on the minds of millions of Portuguese people.
The premise of this PSA is simple and direct. Bárbara is seen to enjoy the simple joys of life and the things that we all took for granted before the pandemic, like eating out, going shopping, visit other cities, with no masks, no lockdowns, freely and carelessly with her friend. However, during Covid, no activity is risk-free, and that strikes Bárbara as she gets ready for a party — to be protected is to protect others. To be boosted stands to protect yourself and the others around you, and it also takes a safer stand against the lingering and ephemeral post-infection immunity.
#Reforça_te (Boost yourself) is one of the most joyous and fun projects I created in the last semester of university. This mock campaign raises awareness for the younger general public to get their booster shot, regardless of whether they had Covid in the past. The 2' ad features background music by Rina Sawayama's 'Comme des Garçons' and stimulates Bárbara's point of view to have fun, live life and look your best. This summer, the best accessory is to get boosted.
Subtitles [PT and ENG] are available for this video.
Credits: Bernardo Pinto Vaz (Copy, Research, Screenplay, Direction and Post-Production); Bárbara d'Alcobia (Actress, Screenplay); Taiana Braga (Copy)
