Finalist
#DontMissYourVaccine
Summary of work
Our shared belief at Lynn is simple: Behavioural science has the power to improve and save lives. In a world where choices are everywhere, cognitive overload is at maximum, the stakes of our decisions are higher than ever. It’s harder to trust what we see and hear; audiences need the communications industry to do better.
We know that when you inject behavioural science into communications, you can build better campaigns, campaigns that do what’s important: create the behaviours needed to positively change the world.
Campaigns that improve and save lives.
With the #DontMissYourVaccine campaign for NHS South East London, we did exactly that. We entered at a time of cognitive overload and heavily dispersed misinformation, we surveyed our audience, gathered data, and created a behaviourally informed campaign that, essentially, saved thousands of lives.
The #DontMissYourVaccine campaign ran for a total of 4 weeks, reaching over 5M people and increasing vaccine uptake in 18-25 year-olds by 77.8%. The campaign was later adopted to encompass the whole nation, further impacting vaccine uptake across the UK.
Judges’ comments
‘#DontMissYourVaccine’ is a very strong, well contained and focused public health campaign with some high impact creative. The campaign delivered what it set out to achieve, especially in the hardest to reach populations, with impressive numbers of engagement and actual vaccine uptake behaviour. A brave project with a simple yet powerful strategy.
