We were tasked with building confidence and uptake of the vaccine amongst both the general public and specific communities that have been disproportionately impacted by Covid-19.
Both care workers and members of the public had several barriers to vaccine uptake: overall distrust of government, safety and effectiveness of the vaccine, and practical concerns.
Our deep understanding of the barriers was critical to vaccine uptake and our engagement strategy.
Principally, lack of trust in government and health institutions meant it was imperative that we empowered communities to lead the conversation.
The three key motivators were shown to be: helping return to normal, protection, and social proof.
We showcased Overall inspiring message: “Every vaccine gives us hope”.
Social proof “Join the millions”.
Functional messages around eligibility.
The campaign grew from owned media to mass targeting, as the vaccine rollout progressed through cohorts of the population.
Covid-19 Phase Three: Vaccination
Never was being a force for good more important than when Covid-19 hit in March 2020. We were appointed by the UK Government to develop and deliver an ongoing series of multi-channel public-information communications in an unprecedented climate.