The Immunisation Coalition is an independent not-for-profit organisation, advocacy group and the leading voice in whole-of-life immunisation in Australia, protecting all Australians against communicable diseases.
The ObjectiveThe Immunisation Coalition engaged MediaCast to develop an All Four media campaign to urge the Australian Government to change health guidelines regarding the administering of the COVID-19 and flu shot simultaneously. This reactive pitch was also designed to bring attention to the large amounts of high-risk and elderly Australians that were still unvaccinated and to highlight the confusion surrounding the timing of vaccines and the flu shot.
The Campaign
With Australia entering flu season and still witnessing snap lockdowns around the country due to COVID-19 outbreaks, The Immunisation Coalition wanted to raise awareness amongst the public and encourage the Australian Government to change vaccination guidelines. The messaging was centred around ensuring that people in high-risk categories were able to have access to both the COVID-19 vaccine and the flu shot in one day. The creative was developed to focus on the urgency of these guidelines being updated and to reassure the public that there is no evidence that co-administration of vaccine and flu shot would not change the effectiveness or cause any adverse effects.
Outcomes
MediaCast secured an impressive 453 items of coverage, reaching an estimated 31.2 million Australians. The campaign happened to launch around the same time as Melbourne’s June COVID-19 lockdown which generated attention surrounding the amount of high-risk Australians still unvaccinated. The campaign also resulted in the Australian Government lowering the recommended wait time between receiving the COVID-19 and the flu shot from 14 days to 7 days. A few campaign highlights include securing coverage for The Immunisation Coalition in The Sydney Morning Herald, The Courier Mail, ABC NewsRadio and ABC Radio Brisbane.
