NSW Health

Save the Date to Vaccinate

Campaign snapshot:

As part of the preventative health strategy, The NSW Ministry of Health (MOH) considers a rate of 95% immunisation coverage necessary for the sustained control of vaccine preventable diseases

The overarching objective of this campaign is to educate and inform the community about the importance of ensuring that all children are fully immunised on time. This campaign is designed to remind our target audience and those who influence them that vaccinations are a safe and important part of normal healthcare, and to stress that all vaccinations should be received on time.

Save the Date to Vaccinate is a campaign first launched in 2013, and repeated in 2014 and 2015. It was the first NSW public education campaign about immunisation since 1992, and the first in Australia to address and alter parental/care provider attitudes and beliefs about immunisation.

Research:  Formative research was conducted by GfK, they benchmarked audience attitudes and behaviours and used these insights to provide campaign direction.

Objectives: To educate and inform parents/carers of the importance to fully immunise children ‘on time’ and downloading the smartphone app to stay up-to-date with the schedule.

Target audience: Parents and carers of new babies and children up to 60 months old.

Creative: The visual identity for the campaign and the supporting communication material encouraged the target audience to plan ahead and immunise children ‘on time’. Variations of the creative were developed for key languages and for Indigenous audiences. Recognition of the visual identity continues to strengthen with every repeat campaign. This has been tested at the end of the 2013 campaign which demonstrated strong unprompted recall of the tagline. A smartphone app was also developed as tool to facilitate a reminder for immunising children on time. This was developed for iPhone and Android platforms.

Timing: The campaign is delivered over two bursts, October to November 2015 and February to May 2016.

Media Channels:  A targeted media mix of TV, digital, social and advocacy channels were used to promote ‘on time’ messages and encourage conversions to download the app.

Website: http://www.immunisation.health.nsw.gov.au/