Bambisana

We partnered with Wits Vida, the Vaccine Confidence Fund, and PHRU to study how much, if at all, digital comms can influence the uptake of the flu vaccine. Studies have shown that the impact, severity, and spread of the flu virus during flu season is reduced in homes and communities where folks have had the flu shot. What this study aimed to understand was how different messaging mediums to get the flu shot, whether digital, through in-person activations, or through the use of influencers, drove the highest rate of flu shots in a given community.

At a medical level, the lead research teams defined the control groups and the geo-fencing parameters of our target areas. Our team worked on all campaign messaging, visual identity, and social media content production, which included design, photography, and videography.
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We were hyper-focused on getting two key things right.

First, messaging. A key breakthrough we made to drive the changes we wished to see was making people care about the benefits of the flu shot to three groups of people they care most about: themselves, their family, and then their community.

Second, imagery. Messaging about people's health has always had a clinical (ha!) feel to it. We wanted to subvert this. For us, it was clear for this campaign to work, we needed to add vibrancy to our message, focusing on the benefits of not getting the flu as opposed to the process, which is scary for some, and dreary for all. Further, we wanted the content to be a mirror of the audience we were speaking to - the young people in their community we wanted to drive the change in.