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Mediareach Marketing Agency
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NHS – South East London

NHS South East London Vaccine Hesitancy Campaign

The Objective:

 COVID-19 pandemic has led to radical uncertainty where the impact is adverse and heterogenous. The Office of National Statistics puts the UK unemployment rate at 5.1%, the highest rate in 5 years which will also affect the nation’s mental health.

To see daylight during these tough times the incredible vaccine rollout has brought much hope. Over 22 million adults have now received their first dose and by the end of July, it is hoped that every adult in the UK will have been offered their first jab.

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.

Strategy: 

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.

Implementation:

The campaign rn 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.

A microsite was developed which offered relevant facts about the vaccine in the form of videos and written content. The campaign went live in Apri until end of July, by then all adults in South East London should have been offered their first dose.

Results:

 

The campaign was a great success and was followed by more activities aimed at residents of the South London Borough’s.

The campaign increased the take-up of the vaccine and overcome hesitancy amongst the community.

Media Vehicles:

 

The bespoke creative featured people from South East London.

We selected OOH to convey the strong visual images supported by 6 sheets bus shelter and roadside 48 Sheets, in high footfall/traffic areas around shops, supermarkets, schools, churches and nearby Covid Testing Centres. We picked up sites that caught the eyes of the local residents.

 

Radio 

 

On radio we ran 3 different ads on the stations. The radio campaign help build a relationship with the stations, so the advisors can look at providing expert medicals from the BAME community to speak on air and take part in listener phone-ins. Radio and video adverts were also placed on Spotify to drive the message home to a younger audience profile.

Digital and Social 

 

Digital display campaign ran on local sites which also include cinemas which will get higher traffic as we are approaching the scheduled reopening dates.

PPC, Search and retargeting campaign was running to reach people who are searching for vaccine facts.

 

Social media campaign ran on Facebook, Instagram, Tik-Tik, Snap to engage with and encourage the younger audiences to build confidence in any hesitant older family members.

 

 

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