Outdoor and digital NHS Winter Campaign 2022 - Eagle London Agency
The objective of this campaign was to gain the trust of a sceptical audience and encourage the black and ethnic minority community to receive the COVID-19 and Flu vaccines. We aimed to address the low uptake of these vaccines within these communities compared to the major ethnic group(s). Approach: Working closely with NHS Kent & Medway, we developed a targeted and integrated campaign that leveraged Eagle's deep cultural awareness. Our strategy involved understanding the nuances of ethnic culture and tradition. This allowed us to create a compelling storyline that resonated with the ethnic audience and reduced their fear and mistrust towards the NHS.
Execution:
The campaign utilised various mediums to effectively reach the target audience. We produced a 30-second TV ad, accompanied by a radio ad, digital creatives, and outdoor posters. Drawing inspiration from the Christmas season, we incorporated themes of relationships, generosity, and celebration. This approach allowed us to connect with the ethnic audience on an emotional level and foster a sense of familiarity and trust.
Results:
The response to the campaign was overwhelmingly positive, both from the NHS and the target group. Through our efforts, we were able to establish a strong partnership with the NHS and continue working together. Our ongoing collaboration aims to correct negative portrayals of the black community in the media and combat the spread of misinformation regarding positive healthcare initiatives.
Conclusion:
By combining cultural awareness, creative storytelling, and a festive touch, the Autumn/Winter Campaign 2022 - "The Gift" successfully bridged the gap between a polarised service and a sceptical audience. The campaign not only increased vaccine uptake but also facilitated a positive and trusting relationship between the NHS and the black and ethnic minority community.
