A Portland ad agency is responding to the Oregon and Washington measles outbreak by using something not usually associated with an outbreak of a once-eliminated communicable disease: humor.

Borders Perrin Norrander, an ad agency that has worked with brands like Columbia Sportswear and the Oregon Lottery, is now selling snarky anti-vax gear and putting the proceeds towards vaccination education.

The project -- “Unvaccinated!Life (Live it while you can)” -- has a website, an Instagram account and an online shop where you can buy their shirts, beanies, onesies and other anti-vax accessories.

“Humor seemed like a powerful way to disarm people and, hopefully, make them rethink their position,” Rob Thompson, executive creative director at BPN, said over email late last week.

“The specific idea was born out of a conversation with my wife, Kris,” he said. “We imagined what it would be like to really believe in the anti-vaccine ‘cause.’ Embracing that attitude led us to ask ‘What if we created an anti-vaccination lifestyle brand?’ that would proudly reject logic, science and decades of proven efficacy.”

The resulting apparel is subtle but pointed. One shirt mimics a Beatles tour shirt but says, “The Measles Reunion Tour.” It then lists locations of measles outbreaks in the six years.

Unvaccinated!Life gear

“We’ve sold stuff,” Thompson said, “but, to be honest that was never really the point. Success for us has always been people interacting with our ‘brand’ in various channels and the conversations that could lead to.”

The money BPN does make off the shirts, phone cases and other items, they are donating to “the most ‘pro-vaccine’ organization we could find,” the United Nation’s Shot@Life.

“Anyone who purchases anything is clearly told that’s where the money is going before they hit the ‘buy’ button,” Thompson said. “We’re not trying to trick anyone.”

Unvaccinated!Life gear

Thompson said that at first some of the satire on the site was a little too subtle, and people didn’t realize it was a joke.

“That led us to dial up the level of parody. We really wanted people to ‘get it’ quickly,” he said. “Within a few days, we saw the tide turn to mostly positive comments, likes and shares.”

“Today, when we get an outraged response, we try to reply to that person in an effort to bring them in on the joke,” he added. “The point isn’t just to make fun of the anti-vax mentality, it’s to make people realize ‘Oh, it’s a joke’ and, next, ask themselves what it means that they fell for it.”

Unvaccinated!Life gear

An earlier version of this story incorrectly named Rob Thompson Rob Thomas.