Introduction
NextGen is a marketing agency hired by the government to increase vaccination education and participation by raising awareness of vaccine benefits, disproving misinformation about vaccinations and increasing public trust in medical professionals and the public health department.
Health/Science Issue
The health issue of concern is the declining numbers of individuals being vaccinated in Australia. NextGen seeks to address this issue by developing a communication plan that will convey the importance and credibility of vaccines to the public.
Communication Strategy
• Goals and Objectives
Goal: To increase the amount of Australians getting vaccinated
Objectives:
- To raise parent’s awareness about vaccination benefits by 20% in a 12 month period
- To disprove 80% of unjustified claims regarding vaccinations in a 12 month period
- To increase trust by 20% between the public and the government/health professionals regarding vaccinations within a 12 month period
Key Messages
- Vaccines are important to protect yourself and others from preventable diseases, there are currently eleven vaccine preventable diseases in Australia.
- There are no harmful consequences from vaccines that have been medically proven and recognised.
- Medical professionals, scientists and Government Health provide credible information regarding vaccinations, while unofficial social media, websites and word of mouth do not.
- Medical professionals, scientists and Government Health have the best interest of the public when designing and promoting vaccines.
- All information regarding vaccinations is accessible via government and health websites and locations.
• Key Publics
- Young Adults – soon to be parents
- Skeptical parents
- Day care/School parents
- Health care providers
- Daycare owners/schools
- Parents groups
- Anti-vaxxer groups
• Tactics
- PR — Workshops about vaccinations in schools and daycares for parents, prenatal classes
- Social media — Content with influencers (mummy/family bloggers) such as Vlogs, Instagram stories, posts
- Advertising — Educational poster on the most credible sources about vaccination
- PR — Press Release targeting main audience (parents)
- Social media — develop socials for Health Departments specifically for vaccinations and launch a social media campaign
Communication Plan – Tactics
Tran: The social media posts will be running for 12 months. In promoting vaccination, the communication tactic will be divided into 2 stages. At the first phase, there will be posts that address the common vaccine myths and clarify to the public why they are wrong. At the second phase, we will target influencers who drive public attitudes. To do that, we will organise an online motivational interview where health care providers guide popular Mommy bloggers to engage in the issue and encourage them for change while respecting their decisions.
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