ADACEL offers newborn infants protection from becoming infected with pertussis ("whooping cough") through administration of a DTaP/Tdap (tetanus, diphtheria and acellular pertussis) booster vaccine to mothers and family members who come into regular contact with the infant. This pool of vaccinated individuals around the newborn creates a "cocoon" of protection - out of which the concept and PSA "Family Album" was born and branded materials to build awareness and drive action were created. The campaign resulted in a real uptake of adults and adolescents getting vaccinated to protect the infants in their households/communities.

The value of this communication was recognized by the various provincial public health agencies and Canadian Ministry of Health who wanted the materials so that they could use them in their own provinces – which further helped to spread the word and added credibility.