The Challenge
Interior Health needed a campaign to raise awareness about childhood immunization. Vaccination rates had dropped, especially during the COVID-19 pandemic, leaving many children behind on the recommended schedule. This was not about the COVID vaccines, but about the well-established schedule of childhood vaccines for diseases like measles, mumps, rubella, polio, tetanus, and others. The goal was to inform parents about the vaccine schedule and encourage them to catch up.
Increased skepticism about vaccines, fueled by misinformation and concerns about safety, had led to a decline in childhood immunization. Research showed that while many people still valued childhood vaccines, hesitancy had grown due to distrust in pharmaceutical companies, worries about side effects, and lack of trust in government and new vaccines. These factors, along with fewer doctor visits during the pandemic, contributed to falling vaccination rates.
The Solution
The campaign targeted adults 25-34, skewing female. Existing research indicated that mothers were more likely to be involved in tracking and managing their kid’s immunization schedules and appointments.
Other key influencers, such as parents, grandparents, and medical professionals were secondary targets. Messaging was segmented to address both vaccine supporters (“acceptors”) and those who were hesitant (“hesitators”). The campaign provided clear, low-barrier access to the vaccine schedule and immunization locations for acceptors.
For hesitators, the focus was on acknowledging their concerns (“it’s ok to have questions”) and addressing questions with facts about vaccine safety and efficacy. Additionally, the research indicated that messages directly from medical caregivers who were also parents resonated with “hesitators”.
The campaign used display ads, social media, and platforms like Castanet, CTV, and YouTube, with a focus on communities in Kootenay Boundary and Okanagan. Four medical professionals, who were also mothers, were featured to build trust and emphasize that vaccines are safe and essential for protecting children against serious but preventable illnesses.
We also developed a campaign landing page that provided easy access to public health portals that allow parents to check their children’s current vaccine status and make appointments for immunizations.
The Results
The campaign was extremely successful in generating impressions and website visits.
If you’d like more detailed results, please reach out.
