During a pandemic that caused the death of over 6.1 million people worldwide, the vaccine roll-out was a tough mission to be accomplished, knowing that some people were hesitant to take their jabs.
The main objective of this campaign is to raise awareness about vaccination and encourage vaccination take-up amongst the African Diaspora across 6 South East London boroughs: Southwark, Lambeth, Lewisham, Greenwich, Bexley and Bromley.
Mediareach is working with NHS Southeast London with the aim to deliver a campaign that encourages vaccination, decrease hesitancy and also burst myths about vaccines. Our aim is to target all ages, younger ones especially as they will help build confidence in those age groups who have already been offered the jab and create positive anticipation for those yet to be offered it.
Mediareach strategy was to establish a media mix for the campaign to run for 15 weeks. With the ongoing vaccine rollout, the campaign is structured in two bursts where the creatives used are bespoke for South East London, as they feature real people from local communities which encourages them to take the vaccine by supplying information about the vaccine benefits which can be accessed on the NHS microsite: www.nhsvaccinefacts.com.
The campaign ran across the 6 targeted borough’s through OOH formats, local print titles, Spotify, a bespoke media partnership with Colourful Radio, complemented by Social, Display and PPC targeting. The strong presence and the OOH sites ensured good visibility and reach at multiple touch points.
The radio partnership ran with a combination of spots, DJ live readouts, interviews with NHS Health Experts and top radio presenters. The campaign was supplemented by a local print campaigns to complement digital issues. A bespoke tailored video advert was running.