Vince Kerrigan who is Strategic Solutions Manager at Vital Communications writes …
This year’s winter health campaign run jointly by NHS England and Public Health England has been criticised for failing to do enough to drive take up of the flu vaccine among at-risk groups – but is this justified and could the campaign have done more?
Just a couple of weeks into the ‘Stay Well this Winter’ campaign, The Royal College of GPs has warned that the number of people being immunised is 6 per cent lower than at the same point last year and doctors are complaining of fridges full of unused vaccine. At this stage, the reasons for this are unclear. It is likely that issues with the efficacy of last year’s vaccine combined with the NHS’s decision to allow pharmacies to offer the vaccine for the first time could explain some of the surplus stocks in GP surgeries. However, it is also possible that the campaign is missing the mark.
In the world of health-related marketing, the starting point for any campaign is a clear message and call to action. When it comes to the flu jab, there is a tendency for people in at-risk groups – the elderly, those with long-term illnesses and pregnant women – to opt out of the vaccination programme. This is because either they don’t think they will get the flu in the first place or they believe the vaccine could do them more harm than good. It is vital, therefore, that any messages communicated avoid pulling any punches and spell out the risks of not being vaccinated clearly. I wonder how many people would be surprised to know that about 100 people in the UK lost their lives as a result of flu-related complications last year and many more were hospitalised?
Once the message is right, it then needs to be communicated to the right people at the right time. The decision to run a roadshow event touching 67 sites across the country as well as distributing leaflets and posters to a variety of community centres and meeting places is an attempt to reach beyond the doctor’s surgery and get the message out to communities. This is a sound approach but much more could be done to make the ‘Stay Well this Winter’ message more impactful.
By contrast, consider the ‘Spot Cancer Sooner’ campaign by Cancer Research UK, which centres on an innovative commercial about a mysterious lump growing out of the pavement. The lump gets bigger and bigger but people continue to walk by without noticing. Used as part of an integrated, multi-channel campaign, the ad’s message is intended to challenge people not to ignore warning signs that something might be wrong with their health and take steps to ensure everything is ok. This campaign is effective because it contains a clear and inclusive message and call to action; it succeeds in making the need to ‘spot cancer early’ a relevant message for everyone and part of everyday life.
Of course, delivering any health-related communications campaign, regardless of whether it is backed by the NHS or a third sector organisation, requires careful logistical planning and delivery. The precision involved in mapping such projects can contribute to their success or failure. It is important to define the scale and scope of the project at an early stage.
While it’s true that the ‘Stay Well this Winter’ campaign is still ongoing (the roadshows come to an end on 5th December) and the total number of flu vaccines used is not yet known, the campaign has been unremarkable in terms of its impact and lessons need to be learned.
Vince Kerrigan is Strategic Solutions Manager at Vital Communications