Finalist
Stay On Track
by Golin & Virgo Health on behalf of Moderna
Summary of work
People living with morbid obesity (BMI over 40) represent a significant proportion of those eligible for NHS winter vaccines (COVID-19 and flu) but have the lowest uptake, despite being at higher risk of complications. Yet previous campaigns have failed to acknowledge and engage this audience.
Backed with data and insight, and in partnership with Obesity UK (OUK), we disrupted highly stigmatised obesity narratives to build an authentic campaign. We worked closely with OUK, from campaign planning through to execution, to ensure ’Stay on Track’ resonated with our core audience and was sensitive to the needs of this often overlooked and stigmatised community.
‘Stay on Track’ was a digital first campaign, spearheaded by two community influencers who created deeply personal and authentic content of their winter self-care routines to encourage conversations about winter illness prevention.
The result was a sensitive, targeted campaign that increased winter vaccine awareness and shifted intentions among a high-risk population, demonstrating the power of empathetic, community-centered public health communication.
Judges’ comments
The “Stay on Track” campaign was great, with really strong outcomes showing behaviour change. The KPIs were smashed and clearly demonstrated how the partnership informed the shift in narrative. The judges loved the “hero” video.
