Finalist
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
Share Good Times Not Flu’ was a super solid campaign, tangible and evidence based. It was clear from the outset in what they were trying to do and covered all the angles and, importantly, they did show change in behaviour with increase in vaccinated uptake.
