INFLUENZA 2018 & 2019 Seasonal Influenza Campaigns
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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
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 spacerequity 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 posterNZ Doctor article from 2018
Photoshoot
• If not fo Malakai and Malakai
30°
Lizzie and Manuera
Mokopuna
Nella and Vanessa
grandchildren,
grandchild - child
or grandchild of a
son, daughter,
nephew, niece, etc.
Robin and MinUses 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 $$?
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