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A social marketing campaign to increase uptake of Flu and Covid-19 vaccinations
With the continued threat of Covid-19 in Winter 2021, it was vital that the NHS increased uptake of winter vaccinations to protect vulnerable groups of the population.
Wirral CCG partnered with ICE to target key cohorts of Wirral residents using flu vaccine uptake data and behaviorally designed messaging.
A Social marketing campaign was developed using behavioural messaging to prompt individuals to take action and get vaccinated. The audience for this targeted campaign was defined based on those most at risk of poor outcomes of flu & Covid-19.
Three key cohorts were identified as the target audience: People aged between 50-65, pregnant women, people living with long term health conditions (LTC's). Using data from areas in Wirral with the lowest uptake of flu vaccine we were able to land the campaign messages to specific post code areas.
The campaign delivered significant engagement outcomes as a targeted health intervention campaign.
The evaluation findings show the use of carefully targeted, behavioural messages successfully resonated with the key cohorts who thereby engaged with the campaign.
With intelligent use of data, Wirral CCG were able to reach those most at risk of poor outcomes from flu and Covid-19 and increase vaccine uptake in key areas.
4,488 Facebook paid ad links clicks
271,413 Individuals reached on Facebook
116,433 Individuals vaccinated against flu in the first 4 weeks
£25,232* Cost saving to NHS
*Using national data on the average cost per hospital admission for pregnant women with Covid we can demonstrate the effectiveness of the campaign on not only behaviour change but health economic impact.
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