Winner
Share Good Times Not Flu
Summary of work
Seasonal influenza continues to place a significant burden on children, families and the NHS, yet childhood flu vaccine uptake has plateaued nationally. In 2025, with government targets focused on maintaining or improving coverage, AstraZeneca aligned its societal and commercial ambition to support public health impact where the opportunity for change was greatest.
Share Good Times Not Flu was a highly targeted campaign. Coupling original research with a detailed segmentation strategy and applied behavioural science resulted in the campaign zeroing in on parents who were vaccine-hesitant or apathetic across 40 carefully selected UK geographical locations. The campaign reframed vaccination through a creative platform based on the concept of ‘Moments’. A phased media strategy integrated TikTok, Prime, social, digital, audio, schools and community touchpoints, supported by refreshed, PIF-accredited materials to improve clarity, trust and accessibility.
The campaign reached 57% of the target audience and drove 625,000 site visits in the space of four months. When surveyed, three in five exposed parents reported intention to vaccinate.
Overall, the campaign contributed to an average uptake increase across target locations, clearly demonstrating the impact data-driven and creative communications can have on high priority public health issues.
Judges’ comments
The judges were really wowed by ‘Share Good Times Not Flu’, saying that this was the one to beat! It was beautifully executed, insightful and extremely well targeted. It connects the small moment of inaction with the bigger, meaningful moments it could ultimately cost, and equips its audience with the tools to act. The geographic targeting was particularly strong, focusing on areas with great need and high levels of vaccine hesitancy to maximise impact. This entry set the standard for its category – with clear ambitious objectives and excellent execution, the impact it achieved was unquestionable.
