Finalist
Flu and You
Summary of work
The Flu and You 2025 digital campaign was developed to address a growing apathy towards flu vaccination in the post-pandemic landscape. With uptake declining year-on-year, particularly among adults aged 18–64 living with long-term conditions, and carers facing eligibility confusion, the challenge was reaching eligible but disengaged populations to re-establish personal relevance of flu and disease understanding.
Over a condensed vaccination window, digital activity spanned social media, programmatic and paid search to generate multiple touchpoints. The campaign followed an awareness to action journey, using sequential messaging and cross-platform retargeting to reinforce flu impact and offer clear next steps. Tailored creatives ensured priority audiences saw scenarios that reflected their lives throughout the journey, adding relevance to content. This activity was complemented by digital invitation templates for GP practices, supporting direct NHS patient outreach.
The campaign drove awareness with ~10 million impressions at a frequency of 2.35 (Meta) and 2.28 (Programmatic), but beyond that it significantly exceeded industry engagement benchmarks, resulting in 70,000+ website users over three months. Crucially, the campaign drove 4,600+ high-intent actions, including eligibility checks and pharmacy/GP searches. Alongside these behavioural signals, national vaccination data suggests a stabilisation in uptake among priority groups following several years of decline.
Judges’ comments
The judges felt that this entry from Stirred and CSL Seqirus was a strong entry. It scored very well on effectiveness and the creative felt useable and easy to access. An extrememely solid entry, that was well structured and written. The entry also had a really nice piece around perceptions.
