INFLUENZA2018 & 2019 Seasonal Influenza Campaigns

• Blue dust branding – evolving over several years• Resources reviewed annually and updated as required • Develop additional resources as budget allows• Branding, messaging, promotion through:

o influenza.org.nz (Healthcare workers) & fightflu.co.nz (public)o Printed resources for HCWs and public – 5500 flu kitso Media campaign, stories PR Brenda Saunders o Social media campaigno Copy for (mainly) consumer groupso Education/advice/liaison: DHB staff, general practices, midwives,

pharmacies, rest homes, private providers

Main Components

After immsFlu can be anywhere general brochure

2108 consumer resources

Request Request

from DHBsA3 for GPs

DHBs to print from

DHBs

2018 new waiting room poster

• A3 posters• Addressing myths via

questions • Sent to GPs, private occ

health, pharmacy

2018 Consumer resources – pregnancy A2 poster FAQs pad

Avoid flu during pregnancy brochure

Brochure:Your flu could harm a patient

Stickers:

2108 HCWs as consumers

2108 Targeting GPs via NZ Doctor

Static banner ad on the NZ Doctor website for twos week in March

A4 ad placements in two issues in March

Other resources

2018 Screen sized images

Targeting healthcare workers Targeting public

2018 Media CampaignVideo:Television & digital

Digital display:Desktop & mobile

Search:Desktop & mobile

Flu infographic using SHIVERS for asymptomatic research

Infographic & traditional blue dust ad used for TV and online video

Online video 590,279 impressions and 53% of these were completed

2108 Targeting eligible patients banner ads

Bad - no spacer

8 week social media campaignequity gaps

- post code proxy

Asymptomatic flu TED talkWhy do you need to be vaccinated each year?

Flu myth

Mum & baby cinemagraph

High risk conditions groups – cancer, heart & kidney diseases, asthma, diabetes(spacer)

Cold vs flu

Natural immunity via vaccination

Running man – you can’t outrun flu

Pregnant women

INFLUENZA2019 Seasonal Influenza Campaign

• Increasing coverage Aged 65+ (>750,000 people)• Especially target fit and healthy people who may

not see the need to be immunised • Reach older Chinese people who don’t engage

with mainstream (English language) media

Key focus of promotional campaign

• From April 1 start date for funded flu vaccinations

• Key messages

• Importance of flu vaccination for older people to maintain health and independence

Messaging to HCWs

• Available from April 1 for those who meet PHARMAC’s eligibility criteria i.e. pregnant women, those 65 years and over and those under 65 with certain medical conditions.

& to Pharmacy Today

From April 1 for funded vaccinations

Key messages•Immunisation is the best protection against influenza. Even if you still catch the flu after immunisation, your symptoms are less likely to be severe.

•Get immunised to stop the spread of influenza around your community. Even if you don't feel sick, you could still be infected with influenza and pass it on to others.

•Influenza immunisation is recommended and FREE for people who are most likely to get very sick, be hospitalised or even die if they catch influenza:

•pregnant women,•people aged 65 years old or older,•people aged under 65 years with diabetes, most heart or lung conditions and some other illnesses, and•children aged 4 years or under who have had a stay in hospital for asthma or other breathing problems

•Having an influenza immunisation every year can keep older people healthy and active for longer.

•Influenza immunisation during pregnancy helps protect the woman and her baby against influenza.

Expanded older persons section• >3/28 pages, referenced • Lots of new information• Give a clear recommendation unless

contraindicated

“Influenza increases the risks of disability and frailty”

Supercededby two Healthedbrochures >>>>

Aftercare information

Consumer resources – pregnancy

Superceded by Healthedbrochure >>>>

A2 Poster used by midwives/LMCs 2018 poster

Update photo image of woman >>>>

Front of 2019 poster

NEW A3 pregnancy poster for general practice and pharmacy

Not final poster

NZ Doctor article from 2018

• If not fo

Photoshoot

Robin and Min

Nella and Vanessa

Malakai and Malakai

Lizzie and Manuera

Mokopunagrandchildren, grandchild - child or grandchild of a son, daughter, nephew, niece, etc.

30°

• Waiting room posters – NZE/Pacific and Māori/Asian

• 86 bus shelters for 2 weeks

• Ad placements in 3 printed editions of 6 Chinese language newspapers

• If people won’t get immunised for themselves, maybe for others

Uses of images

Media campaign

Images not graded or edited

Social media campaign

Spare $$?

Images not graded or edited

One idea