NWM Primary Health Network launches new vaccination campaign via Icon Agency

Parents across large parts of Melbourne are being encouraged to check their child’s vaccination status in a potentially life-saving new behaviour change campaign by Icon Agency.

‘It’s Time to Immunise Melbourne’ encourages parents to vaccinate their toddlers to help protect them and others in the community from life-threatening yet preventable disease.

The integrated campaign was created for the North Western Melbourne Primary Health Network (NWMPHN) by Icon Agency creative director team, Ed Bechervaise and Rod Clausen.

While immunisation plays a key role in every family’s life, new research from NWMHN reveals alarmingly low levels of vaccination across Melbourne. In the CBD, for example, 16% of two year olds haven’t had their jabs on time while there are over 2,300 toddlers in the north west who aren’t immunised – enough to fill 23 childcare centres.

Icon Agency was appointed to help the Network address the issue following a competitive pitch.

The campaign features executions such as “He may be a darling but he’s not immune,” and “She may be a cutie pie, but she’s not immune,” as part of a heartfelt appeal to parents to act now.

Says Clausen: “We all love our kids and we’d do anything for them. But somehow one of the most important things we can do to protect them falls of the radar and they’re at risk of some pretty scary diseases. All it takes is a trip to the GP or health nurse to protect them.”

Says Ed Bechervaise, joint creative director at Icon Agency: “Our core insight was that parents would do anything for their child’s welfare. By increasing awareness of potential danger and exposing the vulnerability of those most precious to us, we hope to highlight vaccination as the key to preventing health risks.”

The campaign aims to support the behaviour change tactics of ‘It’s time to immunise Melbourne’, by raising awareness, increasing understanding and prompting parents keep up to date with their shots via the VaxOnTime app.

Says Clausen: “We want parents to realise that their children’s lives are the most important lives. And setting them up for good health is as easy as beginning with immunisation.”

Says Professor Christopher Carter, NWMPHN CEO Adjunct Associate: “We’re here to try and change this behavior because we want to protect all the children in our community and the health of their families.”

Icon is responsible for delivering creative strategy, production and campaign implementation. The campaign rolls out in press advertising, public relations and social channels from today. To find out more about immunisation visit immunisemelbourne.org.au.

Client – North Western Melbourne Primary Health Network

Stylist – Patricia Testoni