National Winter Vaccinations Marketing Campaign 2021/22

An integrated marketing campaign encouraging uptake of the flu and COVID-19 booster vaccines ahead of winter

Jennie Snook, Campaign Lead

25 August 2021

Background

After clean water, vaccines are the most effective and

cost-effective public health intervention ever devised by

humankind, and our shared experience of fighting

COVID-19 shows how they can help us fight even the

deadliest of threats, shifting the odds in our favour.

The COVID-19 pandemic reinforced clearly that vaccines

play a pivotal role in the health of our nation.

Vaccination has saved millions of lives. Since the

introduction of vaccines in the 18th century, it has led to

the eradication of smallpox and, with the development

of comprehensive vaccination programmes, the near

disappearance of other serious infections such as polio.

What’s different this year

This autumn/winter flu vaccination and COVID-19 boosters will be critical to protecting

lives, livelihoods and the NHS. Communications will play a critical role in maximising

uptake of both vaccines amongst eligible groups.

Therefore, we are launching an integrated campaign signalling the importance of both

vaccines building on learnings from previous flu and COVID-19 vaccine marketing activity

to bust myths, overcome barriers and hero the benefits of vaccines to drive uptake

effectively.

Vaccines are being deployed against the backdrop of:

• steadily falling vaccination uptake in England e.g. childhood vaccination rates in

England declined in all 13 measures of coverage and England lost its WHO measles-

free status.

• record uptake of the COVID-19 vaccine in the first and second phases of roll-out with

more than 47m people having received at least a first dose.

• complacency about personal risk of flu compared to COVID-19 which is likely to have

been exacerbated considering the low incidence of flu last flu season.

Flu vaccine uptake audience insights

65+ 50-64sLTHCs Pregnant Parents

Likely to be

acceptors

Likely to be a mix of acceptors and

waverers

[new audience last year]

We know they are a mix of acceptors,

waverers and resisters

[depending on severity of illness]

Mix of acceptors

and waverers

Mix of acceptors and waverers and

resisters

COHORT

ATTITUDES

DRIVERS

BARRIERS

HABIT

PROTECTION OF OTHERS

RECOMMENDED RECOMMENDED

SENSE OF VULNERABILITY

H&SCWs

Generally acceptors but some

waverers/resisters

PROTECTION OF BABY

PROTECTION OF OTHERS

OBLIGATION

EFFICACY

SIDE EFFECTS

LOW PERCEIVED PERSONAL RISKINJECTION/NASAL

SPRAY

SIDE EFFECTS SIDE EFFECTS

LOW PERCEIVED PERSONAL RISK

EFFICACY

UNDERSTANDING OF ELIGIBILITY

LOW PERCEIVED BENEFIT

VACCINE INGREDIENTS

RISK TO BABY

COVID-19 vaccine uptake audience insights

Care home residents & staff

50+H&SCWsClinically

extremely vulnerable

Adult 16-65 at risk groups

Residents mainly

acceptorsLikely acceptors

Mix of acceptors, waverers and resisters Likely acceptors Mix of acceptors

and waverers

COHORT

ATTITUDES

DRIVERS

BARRIERS

SELF-PROTECTION

DESIRE TO GET BACK TO NORMAL

EFFICACY

LONG TERM SIDE EFFECTS

Staff mix of acceptors, waverers, resistant

PROTECTION SELF & OTHERS SELF-PROTECTIONPROTECTION SELF &

OTHERS

SAFETY

MISTRUST OF GOVT

VACCINE INGREDIENTS

The role of marketing

To support both the Flu and COVID-19 booster vaccination programmes to increase uptake amongst key

audiences, who are eligible and more likely to spread or become seriously ill from these viruses.

To do this we need to:

• maximise the intention of take-up of both

vaccines among eligible groups, by

addressing barriers and increasing

understanding of the benefits

• generate high levels of confidence in flu and

COVID-19 vaccination

• generate high levels of knowledge about who

is eligible

• ensure people know how/where to get

vaccinated

The overarching narrative

Boost your immunity this winter

Flu and COVID-19 can both be life-threatening and spread more easily in winter,

when we are all crowded together inside.

So most adults and children will be eligible for a flu jab, COVID-19 booster, or both.

It’s the most effective way to boost our natural immunity and protect ourselves from these viruses.

So, book your vaccine appointments now and BOOST your immunity this winter.

The creative approach

• Covid-19 continues to be a live concern for people and there

are expectations/acceptance that it will be very much around

come autumn time.

• The headline ‘boost your immunity’ performed better than

‘we need a boost this winter’.

• Tonally people respond well to something that conveys both

positivity and seriousness.

• The coloured lines around people were interpreted as a

protective shield / those people having stronger immunity.

• For those who have questions about the vaccines and how

they will be delivered, this route was felt to make it most clear

that there would be two separate vaccines, and that some

would be eligible for one, and others for both.

The TV idea

In this idea, the story of the film is told by a real NHS Nurse who appears in all the scenes commentating on what’s

happening around him.

Dangerous viruses spread quickly in winter when we’re all crowded together inside.

So most adults and children will be eligible for a flu jab, a Covid-19 booster, or both.

Book yours as soon as possible.

We all need a boost this winter.

BOOST your immunity this winter.

Campaign strategy

Media laydown

Priming activity

Spokespeople, trusted voices and the public

PartnersOn social channels

STAKEHOLDER ENGAGEMENTHCP MEDIA OUTREACHMEDIA MEDICS ROUNDTABLE

SUPPORTIVE VOICES TO AMPLIFY AT

LAUNCHNEW LONGER FORM EXPLAINER

CONTENT FRONTED BY MEDICSENGAGING ‘NEW NEWS’ NARRATIVE

Announce and motivate activity

Supporting the broadcast media ads with PR

Partnerships generating mass awareness

EXCITING NEW VIDEO CONTENT TO ADD TO THE MEDIA PACKAGE

Filmed content for social and earned channels to raise mass awareness of the

importance of being vaccinated.

Persuade activity

Drumbeat of PR activity for mass and targeted audiences

Multicultural audience targeted activity

Timeline

Week commencing

23 AUG 30 AUG 6 SEP 13 SEP 20 SEP 27 SEP 4 OCT 11 OCT

COMMS Webinar Media launch vaccine

programmes (TBC)

Partner materials

available on CRC ATL Campaign

launch (TBC)

ADVERTISING Social media priming activity

CAMPAIGN MATERIALS

Creative development & production

H&SCWs assets

available on CRC

Public- facing assets

available on CRC (TBC)

PR Media announcementMedia medics

briefing

Multicultural trusted voices

briefing

Ongoing consumer PR activity until end of campaign period in December

PARTNERSHIPS Ongoing partner engagement

Please note all timings are indicative (as of 25 August 2021) and could be subject to change.

Campaign materials

• A4 briefing sheet printed on both sides

• A4 posters

• A3 posters

• Empty belly posters- A4

• Empty belly posters- A3

• A5 Envelope Label (TBC)

• A5 Envelope label (TBC)

• Social media assets

• Web banners

• Digital Out of Home assets

• Communications toolkit

• Email signature

• Radio script

Campaign Resource Centre (phe.gov.uk)

Thank you