@yalesph
Instagram · Carousel
@yalesph To do list: ✅ Finish back-to-school reading. ✅ Make sure your family is caught up on lifesaving vaccines. ✅ Comment “vaccine faq” and we will DM you our information sheet answering the top 14 questions about childhood vaccinations, with the nuance you’re looking for. ✅ Let us know which vaccine you are in the comments ⬇️
Performance
Video #31497 · Carousel
[01]
This is a graphic created by the Yale School of Public Health. It uses a quirky, engaging question, 'Ask your besties which childhood vaccine you are,' to promote awareness and discussion about childhood vaccinations in a way that is relatable to a younger, social media-savvy audience.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 55%
Ask your besties which childhood vaccine you are
Verbal hook · 25%
Ask your besties which childhood vaccine you are
Visual hook · 20%
A minimalist design with a high-contrast, elegant serif font over a soft, textured blue background. The clean and professional aesthetic creates a pattern interrupt in a typical social media feed.
[06]
Steal this for your own video
Ask your which you are
[07]
The promise the opener makes, and how the video pays it back
Hook
The entire visual is the hook. It presents a question that mimics a popular, low-stakes social media game ('Which X are you?') but applies it to a serious, unexpected subject, creating an immediate need for clarification.
Payoff
The payoff is strategically withheld from the visual and delivered exclusively in the caption. The caption acts as the 'reveal,' connecting the playful hook to a serious educational goal and a direct call-to-action (commenting for a resource), thereby converting curiosity into engagement.
[08]
The structural pattern this video runs on
Framework
The Trojan Horse Inquiry
This framework uses a single, scroll-stopping slide that poses a disarmingly casual or absurd question related to a serious topic. The cognitive dissonance between the meme-like format and the authoritative branding drives curiosity, pushing the user to the caption for context, resolution, and the true call-to-action.
The Meme-ified Premise
This single slide establishes a playful, peer-to-peer premise using informal language ('besties') to frame a formal topic. Its primary job is to be so unusual that it forces the user to stop and question the intent.
The Authority Stamp
A secondary text overlay provides institutional branding. This element intentionally clashes with the informal tone of the main question, adding a layer of intrigue and credibility that signals the post is more than just a simple meme.
To do list: ✅ Finish back-to-school reading. ✅ Make sure your family is caught up on lifesaving vaccines. ✅ Comment “vaccine faq” and we will DM you our information sheet answering the top 14 questions about childhood vaccinations, with the nuance you’re looking for. ✅ Let us know which vaccine you are in the comments ⬇️
title · photo_0
Ask your besties which childhood vaccine you are
branding · photo_0
Yale SCHOOL OF PUBLIC HEALTH