Finalist
GSK – “Shingles Denial” Campaign
Summary of work
The “Shingles Denial” Campaign was a highly successful disease education campaign targeting adults over 50 in Australia.
Context/Challenge: The campaign aimed to uncover and address the knowledge gaps and misconceptions about shingles in this demographic, which were contributing to a level of ‘shingles denial’. The challenge was to overcome dismissal or denial of the risks and impact of shingles among older Australians.
Objectives: The campaign’s goals were to shift understanding about shingles, increase engagement with educational content, and drive tangible actions like downloading a healthcare provider discussion guide or booking a GP appointment.
Approach: The initiative utilised a two-pronged strategy. The ”Myth-Busting Campaign” used relatable, real-life testimonials to debunk misconceptions on social media and the KnowShingles.com.au website. The ”Shingles Awareness Week” featured a humorous “Head in the Sand” metaphor, distinguishing the campaign from others and prompting viewers to acknowledge their risk. Retargeting efforts ensured continuous engagement and drove conversion actions.
Success: The campaign achieved significant results, including a marked increase in understanding about shingles risks, high engagement rates on social media, and substantial increases in GP appointments and discussion guide downloads, thus promoting better health outcomes for the target audience.
Judges’ comments
The judges felt that this Australian mass market campaign was really well executed. The communication strategy featured clear objectives to drive increased awareness, which was then converted into action, with at least 2,000 more people having a consultation with their doctor. It was high-impact, with a clear campaign ad, clear messaging and good awareness. As a public awareness vaccine campaign, it was done well.
