Work NORTH WESTERN MELBOURNE PRIMARY HEALTH NETWORK – IMMUNISE MELBOURNE

Deliverables
  • PR and social media strategy
  • Digital marketing campaign development
  • Social influencer campaign
  • Media relations and briefings
  • Launch media event
  • Paid social campaign
  • Media monitoring
Overview

It’s time to immunise Melbourne

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.

 
Background

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.

Challenges

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.

Solution

Boosting immunisation

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. Across the catchment, an overall increase in uptake of vaccinations of 1-2% was recorded. There was one area in particular which reported a stand out success. Post-campaign, Inner Melbourne saw the number of early toddlers vaccinated increase to over 90% for the first time in many years.