The idea. When Covid restrictions lifted, half a million immunodeficient people were left in lockdown because the vaccines didn’t work for them.

How it worked. Three words, The Forgotten 500,000, galvanised them and created the impetus to get them the treatment they needed, so they could finally stop shielding.

The result. Evusheld became the most raised topic in government, and the campaign is now permanently exhibited in two national museums.