Behaviour change + Content & creative + PR & communications for North Western Melbourne Primary Health Network

Immunise Melbourne

It’s time to immunise Melbourne

Melbourne is
falling behind in
child immunisation

Recent Australian Institute of Health and Welfare data shows that while immunisation coverage for Australian five-year-olds has improved overall, some areas are lagging. In fact, some of Melbourne’s inner suburbs have the worst child vaccination rates in the state.

North Western Melbourne Primary Health Network (NWMPHN) created the Immunise Melbourne campaign in 2015 to address low immunisation rates in its catchment. Icon Agency was appointed to work with NWMPHN to develop a strategic approach (including design and execution) for the launch of the 2018 spring immunisation campaign to target the parents of young children who have missed their 1-year-old vaccination.

Immunise Melbourne baby photo

Turning apathy
into action

Research suggests parental complacency or lack of understanding about the risks from infectious diseases underpins low vaccination rates. All of the local government areas within NWMPHN’s catchment fall under the 95% target immunisation rate set by the government.


Icon developed a three-phase campaign which focused on raising awareness of NWMPHN’s immunise schedule services. This was underpinned with a creative approach that aimed to speak to parents that had perhaps missed their little ones’ vaccinations due to a lack of touchpoints.

The campaign ran from August 2018 for six weeks and was digitally-led campaign using paid media for top-down awareness supported by earned, owned and shared channel tactics to build engagement and convert inertia into action.

The campaign delivered a combined media reach of 1.1m across TV, print, online and social.

Social media screens