Public health vaccine awareness graphic from @yalesph

Video format

Carousel

Video outline

1. Pose a pattern-interrupt question
2. Juxtapose with authoritative branding
3. Shift to serious CTA in caption

Hook overview

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.

Title hook

Ask your besties which childhood vaccine you are

Verbal hook

Ask your besties which childhood vaccine you are

Visual hook

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.

Hook strategies

1. curiosity-open-loops
2. relatability-contrast

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.

Narrative framework

The Trojan Horse Inquiry

Narrative framework logic

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.

Narrative framework breakdown

• frameworkName: The Trojan Horse Inquiry
• frameworkType: Standard Narrative
• coreLogic: 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.
• confidence: 95
• pendingStatus: created