Winner
Insight-led Flu Vaccination Public Activation Campaign: London VaccScene 'Share the Moment'
Summary of work
“A real success for the local NHS CCGs receiving enhanced advertising in addition to normal NHS investment”Paul McIntosh, Sanofi Pasteur.
Seasonal flu causes critical strain on the NHS. Flu vaccination can help reduce this burden and is estimated to save millions of pounds in GP and hospital costs. Despite the provision of a free NHS vaccination for all those at-risk under the age of 65, uptake has historically been low with only 44.4% of under 65s in London receiving their vaccine in the 2018/2019 season.
The Sanofi Pasteur ‘Share the Moment’ campaign was developed using insights gained from intensive qualitative and quantitative research into the underlying beliefs behind lack of vaccine uptake. Rolled out as outdoor, print, and online adverts in two London Boroughs, with the online campaign being extended to other UK cities, the campaign demonstrated positive behavioural shift with 43.37% of the total unvaccinated population surveyed getting their vaccination after seeing an advert. The post-campaign survey also enabled analysis of the types of media most likely to drive behaviour change and demonstrated the potential of a public awareness campaign as part of the national ambition to achieve vaccination coverage targets of 75% in at-risk populations.
Judges’ comments
This programme from Lucid and Sanofi Pasteur was a breath of fresh air! It was evidence based with a targeted approach. It had clearly set out objectives and delivered in the outcomes. It is a very difficult area to deliver a campaign and they had effective COVID implementation. It had robust evaluation, a sound strategy and clear metrics. This was one project that delivered on every aspect!
