Put on your winter coat

Giving people an extra layer of protection with the flu and Covid-19 vaccines

Challenge

With winter comes an increase in respiratory viruses. The risks of flu and COVID-19 remain a real threat in Wales, but with motivation to get vaccinated diminishing, there was call for a highly targeted campaign which encouraged eligible target audiences to get vaccinated.

With the immediate threat to health and a longing to ‘go back to normal’ behind us, we could not use these motivations to drive vaccination take-up. It was clear we needed to highlight that vaccinations are still the most important thing our target audience groups could do to protect themselves from serious illness and that they weren’t just important because of the pandemic in previous years.

Solution

Our creative played on the familiar routine of putting away summer jackets and bringing out our big, trusty, protective coat in time for the winter months. The headline ‘get your flu and COVID-19 vaccinations – it’s like putting on your winter coat’ helps the audience to make the link between the coat and the vaccines.

To communicate this, we shot real people within each of the target audience groups wearing oversized coats in bright neon colours with lights emanating from within.

We created social and digital assets to allow us to segment our messaging for each audience and we also ran an OOH campaign, broadcasting the message to those that are eligible within Wales.

Our earned, shared and owned space saw us use trusted voices once more to help deliver key information on vaccinations and help negate the spreading of misinformation by addressing common barriers – through influencer partnerships, organic social media and stakeholder engagement.