Elderly Victorians COVID-19 Booster Campaign

Passionfolk was engaged by the Victorian Primary Health Network (PHN) to deliver a multi-faceted state wide campaign to encourage elderly Victorians to get their COVID-19 boosters in winter 2024.

Four years on from the start of the pandemic, COVID-19 is still prevalent, but the rate of regular vaccinations has fallen dramatically. In particular, older people are especially vulnerable to severe illness with a COVID-19 infection.

The Brief

The creative brief required messaging that was new, ‘fresh’ and positive, using ideas to effectively communicate to older people, as well as carers, families and health professionals. The campaign was to be developed at a statewide level, but specific assets localised according to each PHN region.

We also were challenged to identify relevant comms channels, determine campaign assets and create a social strategy to connect with Victorians aged 65+.

Campaign Activation

Our Insight: People are motivated to make good health decisions to maintain their lifestyles.

Campaign theme: Personal Agency. Today, deciding to get vaccinated is a choice. The ability to have the choice is a reflection of personal agency - something that is gradually lost as we all get older.

The Idea: Moments that make life great.

Bringing It To Life: We chose a positive approach by connecting individual lifestyles with having healthy behaviours/choosing ongoing vaccination. We created five ‘lifestyle moments’ that were universal (applicable to anyone in the community), but depicted specific cultures to reflect community diversity across Victoria. We worked with the First Nations and Indian communities in Geelong to achieve this.

Campaign Materials Developed

• 6 Videos (Family, Celebration, Score, Recipe, Adventure, 1 x 30 sec)

• Posters, Press Ads, Postcards, Newsletter Graphics, Web Banners

• Social Media Posts In Several Formats (Facebook, Instagram)

• Google Ads, Meta Ads

All assets were personalised to each PHN (x 6) - a significant output of finished art.

Digital Implementation

We developed and implemented the organic social media and digital advertising campaigns for Western Victoria, East Melbourne and North West Melbourne PHNs.

The campaign will run from 1 July - 30 August 2024.

Campaign Videos: 15 seconds

Carousel Posts - Social Media

Project Team

Creative Strategy, Campaign Production: Janet Boland

Graphic Design: Adam Hall

Director: Cameron Nugent

Film + Photography: Peter Foster, Oliwier Gesla

Hair + Makeup: Lisa Rathgen

Production: Tom Boland

Our thanks to Beth Davis and Wathaurong