INFLUENZA 2018 & 2019 Seasonal Influenza Campaigns
Main Components • Blue dust branding – evolving over several years • Resources reviewed annually and updated as required • Develop additional resources as budget allows • Branding, messaging, promotion through: o influenza.org.nz (Healthcare workers) & fightflu.co.nz (public) o Printed resources for HCWs and public – 5500 flu kits o Media campaign, stories PR Brenda Saunders o Social media campaign o Copy for (mainly) consumer groups o Education/advice/liaison: DHB staff, general practices, midwives, pharmacies, rest homes, private providers
2108 consumer resources After imms Flu can be anywhere general brochure
2018 new waiting room poster A3 posters • Addressing myths via • questions Sent to GPs, private occ • health, pharmacy Request Request from DHBs A3 for GPs DHBs to print from DHBs
2018 Consumer resources – pregnancy A2 poster FAQs pad Avoid flu during pregnancy brochure
2108 HCWs as consumers Brochure: Your flu could harm a patient Stickers:
2108 Targeting GPs via NZ Doctor A4 ad placements in two issues in March Static banner ad on the NZ Doctor website for twos week in March
2018 Screen sized images Other resources Targeting healthcare workers Targeting public
2018 Media Campaign Video: Television & digital Digital display: Desktop & mobile Search: Desktop & mobile
Flu infographic using SHIVERS for asymptomatic research Infographic & traditional blue dust ad used for TV and online video Online video 590,279 impressions and 53% of these were completed
2108 Targeting eligible patients banner ads Bad - no spacer
equity gaps 8 week social media campaign - post code proxy Asymptomatic flu TED talk Why do you Pregnant need to be women vaccinated each year? Flu myth Mum & baby cinemagraph Natural immunity Running via vaccination man – you can’t outrun flu Cold vs flu High risk conditions groups – cancer, heart & kidney diseases, asthma, diabetes (spacer)
INFLUENZA 2019 Seasonal Influenza Campaign
Key focus of promotional campaign • Increasing coverage Aged 65+ (>750,000 people) • Especially target fit and healthy people who may not see the need to be immunised • Reach older Chinese people who don’t engage with mainstream (English language) media
Messaging to HCWs • From April 1 start date for funded flu vaccinations • Key messages • Importance of flu vaccination for older people to maintain health and independence
From April 1 for funded vaccinations • Available from April 1 for those who meet PHARMAC’s eligibility criteria i.e. pregnant women, those 65 years and over and those under 65 with certain medical conditions. & to Pharmacy Today
Key messages •Immunisation is the best protection against influenza. Even if you still catch the flu after immunisation, your symptoms are less likely to be severe. •Get immunised to stop the spread of influenza around your community. Even if you don't feel sick, you could still be infected with influenza and pass it on to others. •Influenza immunisation is recommended and FREE for people who are most likely to get very sick, be hospitalised or even die if they catch influenza: •pregnant women, •people aged 65 years old or older, •people aged under 65 years with diabetes, most heart or lung conditions and some other illnesses, and •children aged 4 years or under who have had a stay in hospital for asthma or other breathing problems • Having an influenza immunisation every year can keep older people healthy and active for longer. •Influenza immunisation during pregnancy helps protect the woman and her baby against influenza.
Expanded older persons section • >3/28 pages, referenced “Influenza increases • Lots of new information the risks of disability • Give a clear recommendation unless and frailty” contraindicated
Aftercare information Superceded by two Healthed brochures >>>>
Consumer resources – pregnancy Superceded by Healthed brochure >>>>
A2 Poster used by midwives/LMCs 2018 poster Front of 2019 poster Update photo image of woman >>>>
NEW A3 pregnancy poster for general practice and pharmacy Not final poster
NZ Doctor article from 2018
Photoshoot 30 ° • If not fo Malakai and Malakai Lizzie and Manuera Mok okop opuna Nella and Vanessa grandchildren, grandchild - child or grandchild of a son, daughter, nephew, niece, etc. Robin and Min
Uses of images • Waiting room posters – NZE/Pacific and Māori/Asian • 86 bus shelters for 2 weeks • Ad placements in 3 printed editions of 6 Chinese language newspapers • If people won’t get immunised for themselves, maybe for others
Media campaign
Social media campaign Spare $$? Images not graded or edited
One idea Images not graded or edited
Recommend
More recommend
