Defeat Covid-19
Saskatchewan Health Authority’s Youth Vaccine Campaign
Jenna Webb - Executive Director – Online Strategy and Creative Services, Saskatchewan Health Authority
Client
Purpose
Keeping our province safe and healthy
Audience
Youth resisting health advice
The Challenge
Amidst the introduction of COVID-19 vaccines, pandemic fatigue took its toll, and motivation to adhere to public health orders dwindled. Overcoming this challenge required innovative strategies to re-engage individuals and ensure safety measures were followed
Research and Observations
As pandemic fatigue set-in (April 2021), our research unveiled declining adherence to health orders despite vaccine introduction. Our approach stressed the vaccine's hopeful role, yet highlighted the continued significance of public health measures post first dose.
Notably, young adults and youth, feeling invincible, defied orders, and the concerning variants further intensified the risk of severe illness and contagion. This perfect storm prompted super spreader events fueled by their behaviors.
Developing the campaign
Our campaign relied on a dynamic text-only framework, swiftly adapting messages as health orders evolved. With a hopeful, positive tone, we avoided preachy or scolding approaches. Primary messaging showcased pandemic humor, while secondary messaging emphasized simple prevention methods. Social media platforms played a pivotal role in engaging the young audience effectively.
Engaging Youth with Hopeful Humor & Simple Prevention on Social Media
Bringing it to life
Our dynamic text-only approach swiftly adapts messages with hope & humor.
The Results
During our Spring/Summer 2021 campaign, we effectively engaged the younger population in Saskatchewan with vital COVID-19 messaging. Our campaign delivered impressive metrics and as a result our audience got vaccinated, leading to the lifting of public health orders right after the campaign's conclusion.