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Booster Troop: The Attack of Miss Information

Entered in Long Form Video

Objective

Less than 2% of investment funding goes to black or women-led startups. Welfie is BOTH Black and women-led. We created Booster Troop for The VaxUp Challenge, sponsored by the Children’s Hospital of LA and the Los Angeles County Department of Public Health, receiving a small sum to create and test a prototype that had the promise of increasing vaccinations. But we also created it to distinguish ourselves, while driving sales, grants, and investors to our business. 

VaxUp Research showed: 

The combination fueled misinformation. 

Since bad information was coming bottom-up through children, we wanted to create a fun, representative vehicle for good information to come up the same way. 

While this particular effort was around COVID vaccination, our goals for the project were to create the pilot for a video-based series that we could use to:   

Strategy

Our strategy boiled down to consultation and representation. 

Consultation:
We conducted interviews with 27 Black and Brown children (90 percent Hispanic, 10 percent black), ages 5-11, who live and go to school in LA County, 22 parents of 5-11-year-olds, two 13-year-olds and their parents, 2 additional parents of 13-year-olds and 1 x 10-year-old, 1 District Assistant Supervisor, 1 District Operations Manager,  two after school program administrators, 1 person in charge of content creation, and 7 teachers, 2 grade 11 classes and many experts. 

We talked to: 

Representation:

Kids and families told us they didn’t trust most doctors and scientists because they didn’t look or sound familiar. The materials they gave them felt foreign and removed from them. 

So we created Booster Troop with Black and Latinx characters and experts, starting with our very own team, and in close consultation with the community, leading us to:    

Challenges: 

Our long-time Executive Producer and beloved friend, Leo Eaton, died unexpectedly during the VaxUp! Challenge, and we had to go on, trying to imagine what he would have said about a creative or technical choice. It sometimes felt like he spoke to us from the beyond.   

When CHLA was unable to let us film their Dr. Nneka Edwards on campus, we asked The Holland Bloorview Kids Rehabilitation Hospital in Toronto for help, and they stepped up.  

We had very little money but did as much as we could in-house and called in favors.  

We faced some opposition because the COVID vaccine became political, but we chose to uphold science and avoided getting pulled down any rabbit holes.  

Execution: 

We created, wrote, and produced Booster Troop from the input we received from SoCal kids, families, and educators, along with health, and expert advisors. Funded to create a prototype, we created an 8-minute episode, a 1-minute trailer, and a lesson plan, doing much of the work in-house. When we DID hire, we tried to hire from the communities we serve. 

We strove to be what underserved families needed but weren’t getting from existing health education and information. We also hoped that hospitals, schools, grantors, and investors would see the difference too. They sure did.       

 

Results

We met our objectives by: 

We believe Booster Troop was a success because people changed their minds about the vaccine, we brought in 10 times the revenue in 2023 as we did in 2022, and kids and families told us how much they loved it. They wanted more Booster Troop around a variety of other subjects, saying it was the first time they were given health or education information that really spoke to them.    

 

Media

Video for Booster Troop: The Attack of Miss Information

Entrant Company / Organization Name

Welfie

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Entry Credits