The challenge behind the winter vaccinations campaign
This winter vaccinations campaign boosted confidence, reached new audiences and helped counter misinformation during a critical 2024–25 winter season. Flu, COVID-19 and RSV uptake needed urgent support, especially among vulnerable and under-vaccinated groups.
Boosting uptake of flu, COVID-19 and RSV vaccines was vital over the 2024–25 winter period, especially among vulnerable and under-vaccinated groups.
However, public scepticism, especially online, posed a significant challenge. Mistrust of vaccine ingredients, safety and effectiveness continued to threaten confidence and uptake at this crucial time.
How we designed the winter vaccinations campaign
Relatable story telling via short-form videos, carousels, infographics and expert insights broke down complex information and tackled misinformation head-on.
Implementing a profanity filter and community moderation managed misinformation and ensured the space remained safe and factual.
Assets included:
- Day in the life content
- Podcast-style video with Professor Rowan Pritchard
- Graphic: Child immunisation explained
- A&E doctor’s hard-hitting flu message.
Relatable story telling via short-form videos, carousels, infographics and expert insights broke down complex information and tackled misinformation head-on.
Implementing a profanity filter and community moderation managed misinformation and ensured the space remained safe and factual.
Assets included:
- Day in the life content
- Podcast-style video with Professor Rowan Pritchard
- Graphic: Child immunisation explained
- A&E doctor’s hard-hitting flu message.
The impact of the winter vaccinations campaign
The campaign drove significant reach, engagement and learning across platforms. We successfully boosted visibility and engagement on NHS Cheshire & Merseyside’s channels, growing their social media presence and creating a more active, primed audience for future campaigns.
The campaign went beyond raising awareness, to shifting perceptions, built digital trust, and empowered local voices to take part in the conversation around vaccine confidence.
Misinformation was proactively managed, with many users stepping in to challenge false claims, becoming vaccine advocates in the process.
You can explore more through our articles on behavioural insight, vaccination behaviour change and creative communication design, along with NHS guidance on winter vaccinations for wider context.
Social media that cuts through
2.5M+
Views across all social media content
1.2M+
Reach across all social media content
4.8K+
clicks across all social media content
"It's very much set the model for how we should work with partners like yourselves."
Michael Chandler
Head of Communications & Engagement
