External Communications Campaign for a Pharma or Healthcare Organisation

The flu vaccine reduces the danger to children and the adults around them. But hardening attitudes towards vaccination means uptake was slowing.

A Touch of Flu dramatises the ease with which kids pick up, and also spread, flu.

–  The UV Experience placed UV ink under schoolchildren’s noses and then watched to see how far it spread during the day.

–  The Petri Experience created the world’s largest petri dish, then invited kids to leave their handprints on it, the germs becoming a living poster.

– The Audio Experience allowed listeners to imagine the most disgusting and tangible pictures of the nasty ways kids can spread flu.

Judges Comments

“Absolutely brilliant” was the judges verdict on this campaign. Three very clever experiences were employed to amazing effect to create awareness of getting children vaccinated from the flu. Each single experience deserves great acknowledgment, using either sight, sound or colourful handprints to enthrall its young audience. A stand-out moment was when lights were switched off in a school gym and we could visibly see how easy it is for diseases like flu to spread… It was so dramatic to see the flu germs literally everywhere! And this was just one moment amongst a variety of creative ideas that brought the spread of flu amongst children to life, in a way that was both shocking and memorable.

The judges felt that the strategy behind this campaign was really strong—in knowing just how much and how far flu is transmitted via touch, both children and then in turn, their parents, may be moved to act. The fact that half of the UK engaged with the campaign, with vast numbers of impressions and interactions, is seriously impressive. However, the uplift in children getting vaccinated following campaign launch is the really valuable metric, not least for hospitals and local health services, who can struggle so much in flu season… This is the real win for an excellently executed campaign that delivered striking, attention-grabbing content,.

Cara Bunce, Johnson & Johnson

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We hijacked the debate to show another side to it. By bottling real voices into different factors of childhood obesity, we showed that there was a deeper story to tell. Sharing hidden struggles and uncomfortable truths, every execution was designed to generate debate. And it did. It got people talking, and taking the survey in their thousands—the results of which are now informing conversations far and wide.

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