Winner
YouNotFlu: The Evolution, Nationalisation, and Increased Digitalisation of a Flu Disease Awareness Campaign
Summary of work
Seasonal flu causes critical strain on healthcare services, and annual vaccination may help reduce this burden and associated GP and hospital costs. Despite provision of free vaccination for at-risk individuals, uptake is low with only 51.5% of eligible under 65s in England receiving their vaccination in 2020/21.
Sanofi’s ‘YouNotFlu’ campaign is an integrated, multichannel public health campaign to raise awareness of flu and its complications and change behaviours to increase vaccination uptake. Initially run as a pilot in 2019, the campaign evolved for subsequent flu seasons in response to key learnings, qualitative and quantitative research into beliefs around vaccine uptake, respondent feedback and an understanding how an integrated channel approach best enacts positive behaviour change. Initially rolled out as outdoor, print, and online adverts in two target London boroughs, the campaign was nationalised to increase flu awareness, and fully digitalised in response to changing healthcare pressures and user behaviours given COVID-19.
Post-campaign analysis of creative performance, website analytics and audience engagement enabled us to better understand the channels and messaging that drove positive behaviour change and allowed us to demonstrate the impact of a public awareness campaign to support national ambitions to achieve vaccination coverage targets in at-risk populations.
Judges’ comments
The YouNotFlu entry represents what the judges think the future of healthcare needs to look like in the digital age. They found it refreshing to see true multi-channel thinking including physical campaigns, and not just limited to digital. A fantastic use of data and a huge step forward towards targeted healthcare interventions.
