For the past six years we have been running behaviour change campaigns to encourage families to vaccinate their children. And in that time, we've seen the positive impact.
In 2015, market research and immunisation rates across Brisbane North PHN's catchment were showing the anti-vax movement was taking hold.
While parents from lower socio-economic backgrounds were responding to the Australian Government’s ‘no jab, no pay’ rules, those not using daycare—including many from among the wealthier suburbs—were holding their ground.
We determined from research that parents would respond to their GP’s opinion, and developed a behaviour change campaign to encourage conversations between parents and medical professionals around immunisation and overcome objections to it.
We harnessed the GP/medical voice and added extra credibility by finding medical professionals who were also parents.
Under the heading of Medical Mums, we found two GPs and one Indigenous health nurse to become the faces and voice of the campaign. Each discussed hot topics as well as the benefits of immunisation, drawing on their own beliefs and practices as parents as well as their medical training.
Medical Mums was launched during Immunisation Week.
The creative was still fresh and effective for the target group, and we ran the campaign again.
We added Stuart, our honorary Medical Dad.
It was time to mix up the messaging and creative, so we developed a vaccination myth-busting video featuring illustration—a move away from the previous live-action ads.
With COVID-19, there was new vaccination messaging clutter to cut through. We encouraged our market to keep up to date with their routine vaccinations.
Funding was initially approved for five years. But our campaign has been so successful the PHN has been provided with funding for an additional year. We will launch a new iteration in the coming months.
We launched the campaign in Immunisation Week in 2016, and have revised it for relaunch every year since. Results showed immunisation levels increased after the campaign each year, and our has client received extensive positive feedback—including from the Queensland Minister for Health.