The NHS in Leicester, Leicestershire and Rutland and the Public Health teams wanted to produce a campaign for young people to encourage them to have the Covid-19 vaccine. To maximise resonance, the campaign would involve young people with a focus on social media.
The insight showed that 18-29 year olds had a reduced confidence in the vaccine attributed to concerns over safety, efficacy and long term effects.
The objectives of the campaign were to:
Arch won the pitch and set about developing our creative direction.
We wanted to keep the campaign simple, focussing on positive imagery of a range of young people from a cross-section of demographics which fit the target audience, so a campaign advisory group was formed which consisted of a range of six young people from different backgrounds. The messages about the vaccination needed to be positive, trustworthy and relatable, highlighting what the benefits are to them in having the vaccination. We set about interviewing each young person, with the aim to use their words and recordings to become the central element of the campaign.
Key motivators were around returning back to normality and protecting family, friends and loved ones. There was an element of complacency associated with having the vaccination in terms of ‘young, fit and healthy’ and that peers and peer groups could influence an increased uptake. It was also decided that social influencers wouldn’t appeal to them, as young people would understand that influencers would have been paid to carry out the messaging. Instead, authentic images of positive looking young people, together with the emotive interview content, would resonate and engage with the target audience in a much stronger way.
Across each interview we also presented a range of mood boards which included different design styles, as well as a series of top-level creative campaign directions. The resulting combined feedback helped inform the chosen campaign ‘Get Vaxxed. Great to be back’, which focused on young people getting back to normal and enjoying the activities that they had been missing out on.
The contemporary eye-catching brand design style was created, and applied to a range of communication channels: