NSW Health launches campaign and app to help boost immunisation via GPY&R Sydney and VML
NSW Health has been working with Sydney agencies GPY&R and VML, and has launched an integrated campaign to highlight the importance of vaccinating children on time.
The campaign includes spots in TV, radio, OOH, print, online, and the ‘Save the Date’ mobile app which featured on Tuesday night’s evening news across the major TV networks.
The app, for iPhone and Android, features useful information on the importance of vaccinating on time and tools that allow users to create a personalised schedule for their children featuring name, age, profile photo and doctor’s information.
It then sends reminders of due dates for vaccinations and facilitates doctor contact to book an appointment.
GPY&R have worked alongside NSW Health on a number of public health initiatives, and place considerable emphasis on finding innovative ways to drive behavioural change.
Says Julian Watt, GPY&R executive creative director: “We felt it important that this campaign celebrated the health of kids, not mandate it. As such, it’s a fun, inspiring campaign that crosses all media touch points. I have the app running on my phone and urge all other parents to do the same.”
Aden Hepburn, managing director of VML, is proud of the resulting app and its potential to help save lives.
Says Hepburn: “It was an innovative approach by NSW Health to adopt this technology, taking a step beyond broadcast public service messaging, and now it has the potential to drive behavioral change to make a real world difference.”
The app can be downloaded from iTunes and Google Play.