In South Australia, flu vaccination uptake for young children, especially those under the age of 5, was low. In 2024, only 25.7% of children under 5 years received the influenza vaccine and this number was rapidly declining. Nearly 50% of Australians do not see the flu as a serious illness.
Immunisation Coalition is an independent not-for-profit charity registered organisation whose goal is to boost vaccination rates against preventable infectious diseases by providing information to HCPs and the general public. Our challenge was to help Immunisation Coalition combat declining flu vaccination rates, and vaccine hesitancy by creating greater awareness of the importance of vaccination.
Insights
There are 2 key drivers we found that lead to a decrease in vaccination rates in Australia:
It was therefore crucial that our campaign encouraged people to take the flu seriously (without causing unnecessary alarm), and busted myths around side-effects of flu vaccination.
Strategy
Our messaging was simple, but strategic: encourage Australian families to protect their young children from serious illness or hospitalisation through trusted, fact-based vaccination advice.
Primary target audiences:
Secondary target audiences:
Campaign channels:
Within the 4 months the social media campaign achieved:
The campaign successfully generated awareness, and encouraged people to take action by learning more, or completing a vaccination survey, contributing valuable data for future campaigns.
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