winter vaccinations marketing campaign 2021/22
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National Winter Vaccinations Marketing Campaign 2021/22
An integrated marketing campaign encouraging uptake of the flu and COVID-19 booster vaccines ahead of winter
Jennie Snook, Campaign Lead
25 August 2021
Background
After clean water, vaccines are the most effective and
cost-effective public health intervention ever devised by
humankind, and our shared experience of fighting
COVID-19 shows how they can help us fight even the
deadliest of threats, shifting the odds in our favour.
The COVID-19 pandemic reinforced clearly that vaccines
play a pivotal role in the health of our nation.
Vaccination has saved millions of lives. Since the
introduction of vaccines in the 18th century, it has led to
the eradication of smallpox and, with the development
of comprehensive vaccination programmes, the near
disappearance of other serious infections such as polio.
What’s different this year
This autumn/winter flu vaccination and COVID-19 boosters will be critical to protecting
lives, livelihoods and the NHS. Communications will play a critical role in maximising
uptake of both vaccines amongst eligible groups.
Therefore, we are launching an integrated campaign signalling the importance of both
vaccines building on learnings from previous flu and COVID-19 vaccine marketing activity
to bust myths, overcome barriers and hero the benefits of vaccines to drive uptake
effectively.
Vaccines are being deployed against the backdrop of:
• steadily falling vaccination uptake in England e.g. childhood vaccination rates in
England declined in all 13 measures of coverage and England lost its WHO measles-
free status.
• record uptake of the COVID-19 vaccine in the first and second phases of roll-out with
more than 47m people having received at least a first dose.
• complacency about personal risk of flu compared to COVID-19 which is likely to have
been exacerbated considering the low incidence of flu last flu season.
Flu vaccine uptake audience insights
65+ 50-64sLTHCs Pregnant Parents
Likely to be
acceptors
Likely to be a mix of acceptors and
waverers
[new audience last year]
We know they are a mix of acceptors,
waverers and resisters
[depending on severity of illness]
Mix of acceptors
and waverers
Mix of acceptors and waverers and
resisters
COHORT
ATTITUDES
DRIVERS
BARRIERS
HABIT
PROTECTION OF OTHERS
RECOMMENDED RECOMMENDED
SENSE OF VULNERABILITY
H&SCWs
Generally acceptors but some
waverers/resisters
PROTECTION OF BABY
PROTECTION OF OTHERS
OBLIGATION
EFFICACY
SIDE EFFECTS
LOW PERCEIVED PERSONAL RISKINJECTION/NASAL
SPRAY
SIDE EFFECTS SIDE EFFECTS
LOW PERCEIVED PERSONAL RISK
EFFICACY
UNDERSTANDING OF ELIGIBILITY
LOW PERCEIVED BENEFIT
VACCINE INGREDIENTS
RISK TO BABY
COVID-19 vaccine uptake audience insights
Care home residents & staff
50+H&SCWsClinically
extremely vulnerable
Adult 16-65 at risk groups
Residents mainly
acceptorsLikely acceptors
Mix of acceptors, waverers and resisters Likely acceptors Mix of acceptors
and waverers
COHORT
ATTITUDES
DRIVERS
BARRIERS
SELF-PROTECTION
DESIRE TO GET BACK TO NORMAL
EFFICACY
LONG TERM SIDE EFFECTS
Staff mix of acceptors, waverers, resistant
PROTECTION SELF & OTHERS SELF-PROTECTIONPROTECTION SELF &
OTHERS
SAFETY
MISTRUST OF GOVT
VACCINE INGREDIENTS
The role of marketing
To support both the Flu and COVID-19 booster vaccination programmes to increase uptake amongst key
audiences, who are eligible and more likely to spread or become seriously ill from these viruses.
To do this we need to:
• maximise the intention of take-up of both
vaccines among eligible groups, by
addressing barriers and increasing
understanding of the benefits
• generate high levels of confidence in flu and
COVID-19 vaccination
• generate high levels of knowledge about who
is eligible
• ensure people know how/where to get
vaccinated
The overarching narrative
Boost your immunity this winter
Flu and COVID-19 can both be life-threatening and spread more easily in winter,
when we are all crowded together inside.
So most adults and children will be eligible for a flu jab, COVID-19 booster, or both.
It’s the most effective way to boost our natural immunity and protect ourselves from these viruses.
So, book your vaccine appointments now and BOOST your immunity this winter.
The creative approach
• Covid-19 continues to be a live concern for people and there
are expectations/acceptance that it will be very much around
come autumn time.
• The headline ‘boost your immunity’ performed better than
‘we need a boost this winter’.
• Tonally people respond well to something that conveys both
positivity and seriousness.
• The coloured lines around people were interpreted as a
protective shield / those people having stronger immunity.
• For those who have questions about the vaccines and how
they will be delivered, this route was felt to make it most clear
that there would be two separate vaccines, and that some
would be eligible for one, and others for both.
The TV idea
In this idea, the story of the film is told by a real NHS Nurse who appears in all the scenes commentating on what’s
happening around him.
Dangerous viruses spread quickly in winter when we’re all crowded together inside.
So most adults and children will be eligible for a flu jab, a Covid-19 booster, or both.
Book yours as soon as possible.
We all need a boost this winter.
BOOST your immunity this winter.
Priming activity
Spokespeople, trusted voices and the public
PartnersOn social channels
STAKEHOLDER ENGAGEMENTHCP MEDIA OUTREACHMEDIA MEDICS ROUNDTABLE
SUPPORTIVE VOICES TO AMPLIFY AT
LAUNCHNEW LONGER FORM EXPLAINER
CONTENT FRONTED BY MEDICSENGAGING ‘NEW NEWS’ NARRATIVE
Announce and motivate activity
Supporting the broadcast media ads with PR
Partnerships generating mass awareness
EXCITING NEW VIDEO CONTENT TO ADD TO THE MEDIA PACKAGE
Filmed content for social and earned channels to raise mass awareness of the
importance of being vaccinated.
Persuade activity
Drumbeat of PR activity for mass and targeted audiences
Multicultural audience targeted activity
Timeline
Week commencing
23 AUG 30 AUG 6 SEP 13 SEP 20 SEP 27 SEP 4 OCT 11 OCT
COMMS Webinar Media launch vaccine
programmes (TBC)
Partner materials
available on CRC ATL Campaign
launch (TBC)
ADVERTISING Social media priming activity
CAMPAIGN MATERIALS
Creative development & production
H&SCWs assets
available on CRC
Public- facing assets
available on CRC (TBC)
PR Media announcementMedia medics
briefing
Multicultural trusted voices
briefing
Ongoing consumer PR activity until end of campaign period in December
PARTNERSHIPS Ongoing partner engagement
Please note all timings are indicative (as of 25 August 2021) and could be subject to change.
Campaign materials
• A4 briefing sheet printed on both sides
• A4 posters
• A3 posters
• Empty belly posters- A4
• Empty belly posters- A3
• A5 Envelope Label (TBC)
• A5 Envelope label (TBC)
• Social media assets
• Web banners
• Digital Out of Home assets
• Communications toolkit
• Email signature
• Radio script
Campaign Resource Centre (phe.gov.uk)
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