Award-winning photographer/director Jim Hughes answers a “Call to Arms,” encouraging all Americans to vaccinate in a momentous PSA campaign for AdTechCares, partnering with the Veterans Coalition for Vaccination (VCV)—six leading veterans organizations building trust in the vaccine—and Venables Bell+Partners.

Jim did a fantastic job updating iconic imagery from the past with a twist. From Rosie the Riveter to Smokey the Bear, Jim photographed a stunning series of portraits of masked people reflecting American diversity with a message of public trust, a shared sense of duty to a larger cause—we’re all in this together. All kinds of arms across all industries get full vaccination with a simple call to action: “Don’t Wait. Vaccinate.” It is a commitment to VCV’s equitable vaccine distribution to all communities.

The striking creative has a strong network of mass market messaging and will appear across broadcast, digital, social, video and Times Square out-of-home. Integrated media for this effort was donated by the Ad Council. The campaign is also profiled in the prestigious Communication Arts. Jim worked Pro Bono on the project and is honored to be part of this historic and largest mobilization effort in recent history to end the Covid-19 crisis.

Jim gives many thanks to the visionary creative talents at Venables Bell + Partners/Lumberyard Productions including: CCO Will McGinness, CD Matt Miler, CD Tyler Hampton and Integrated Producers Michelle Wells and Veronica Seder. Also, a special mention goes to CMO Lorey Zlotnick of Team Rubicon, AdTechCares, and frontline healthcare heroes.

Huge thanks to Meredith Ott, founder at Alice Blue Production Studio, and her talented creatives Lena Pigareva for the amazing hand-painted portraits and David Waraksa for the killer retro type design! Such a fantastic team!