The annual flu season is a major event for this organization. And with 2021 and 2022's confusion around flu vs. COVID-19, the client wanted us to spotlight an underserved group in flu vaccination: younger kids.
The findings of focus groups for those two years suggested that parents don't consider their child as susceptible to flu as say, an older adult. We also heard parents express strong opinions against being told what to do. But they did have questions, particularly about administration of the flu and the COVID-19 vaccine together. It was clear that the ask called for a gentle touch.
Through a light-hearted, celebratory campaign, we reminded parents why vaccination is so important in kids' lives. Children's ability to find and express themselves is directly connected to their continued health. And their joy is too precious to jeopardize.
We chose to focus on children this year. We know parents have a lot of reservations. Rightly so, and this campaign addresses the importance head-on. – Senior Comms. Associate
