News

WA Govt launches public awareness campaign for flu season, via 303 MullenLowe

Western Australia’s Department of the Premier and Cabinet, and Department of Health, are aiming to tackle vaccine misinformation via a new public awareness campaign from 303 MullenLowe, Mediahub and Carat WA.

Aiming to educate the public about the importance of vaccines and encourage people to get vaccinated as per the WA immunisation schedule, ‘Don’t Assume You’re Immune’ raises awareness of the potentially life threatening complications of vaccine-preventable diseases.

Developed to drive medium and long-term behaviour change around immunisation, the campaign’s message has been created with “a strong sense of compassion, rather than compliance”, according to 303 MullenLowe Perth’s chief strategist, Matt Oakley.

“The subject of vaccinations is clouded by misinformation and disinformation, so it makes behaviour change challenging. One of the biggest barriers to vaccine take-up is a sense of complacency – essentially, ‘it’ll never happen to me’, so demonstrating that complacency has very real consequences was an important element to address,” he said.

“As a result, Sara Oteri [303 MullenLowe ECD] and the creative team flipped the many excuses for not getting immunised as the very reason why people should get vaccinated. The campaign’s tagline of ‘Don’t Assume You’re Immune’ is not just a memorable mnemonic, but also a call to action for our target audiences that we hope will increase the perceived risk to the health of themselves, and crucially, their loved ones.”

Mediahub and Carat WA collaborated on the campaign’s media strategy. It will run for 12 months across TV, online video, social media, large and small format OOH, radio, cinema, digital display and search.

“A key role in delivering campaign effectiveness was to ensure all media aligned with the identified stages of behaviour change,” said Mediahub Perth’s general manager, Kylie Macey.

“Having the right mix of channels meant that we could firstly capture the general population’s attention and subsequently raise their motivation. Secondly, we needed to fill knowledge gaps by giving answers and capability to key segments. And finally, we needed to demonstrate the opportunity to take action with disease specific creative.”

Carat WA’s client partner, Michelle Testa, added: “Carat has been proud to evolve the media strategy working alongside 303 MullenLowe and Mediahub on this important community initiative. The campaign is grounded in fusing behaviour change principles with metrics of attention to jolt the community into action.

“Whilst a robust digital strategy shifts that attention to building trust and action through pairing data signals to match content and audience. This campaign demonstrates the power of collaboration for the public good and Carat WA is pleased it could play a part in such an important community initiative.”

Other assets:

Influenza 15” 
HPV 15”
Meningococcal 15”
Shingles 15

Credits:

WA Department of the Premier and Cabinet
Strategic Communications Unit

WA Department of Health
Communications Directorate

303 MullenLowe Perth
Managing Director & Business Lead: René Migliore

Chief Strategy Officer: Matt Oakley
Planner: Harvey Clarke-Smith
Executive Creative Director: Sara Oteri
Art Director: Stephen Hansen
Copywriter: Zosia Kilpatrick, Ellysia Burton
Head of Design: Alby Furfaro
Graphic Designer: Lucas Faim
Finished Artist: Suzanne Whoston and Angela Homman
Head of Production: Johnathan Julius
Business Director: Connie Trinh

Mediahub (Media Strategy)
General Manager: Kylie Macey

Carat (Media Planning)
Client Partner: Michelle Testa

Group Investment Director: Sam Giuffre
Digital Strategy Director: Dale Ferreria
Client Manager: Sophie Park
Client Associate: Ollie O’Meehan
Digital Manager: Nicole MacNeil, Megs Hollis
Performance Manager: Gerry Eeringa
Data & Analytics Lead: Griffin Becker 

Larchmont (Primary Campaign, Production)
Director: Mitch Green

Producer: Luke Kneller
MD: Liv Reddy
1st AD: Mark Boskell 
DOP: Gregoire Liere
Photography: Finlay MacKay
1st AC / Focus Puller: Murray Johnston 
2nd AC: Amelia Morgan-de Laine 
Gaffer: Jean Vandermeiren 
Best Boy: Andrew Piercy
Key Grip: Greg Stirling 
Grip Assistant: Blade Chenoweth
Grip Assist: Zac Walker
Sound Recordist: Scott Montgomery 
Production Designer: Kylie Clifford
Art Assist: Darrell Beck
Wardrobe: Lien See Leong 
Make Up & Hair: Ali Knapton
Location Manager: Crystal McCallum
Location Assistant/Unit: Carmel Fox
Casting: Megan Carpenter

Post Production & Audio Post
Offline Edit: Lucas Vazquez

Colour: Marcus Friedlander
Online & Delivery: The Office of John Cheese (James Hawkes)
Audio Mix: Electric Sheep Music
Sound Designer, Radio: Soundbyte (Brad Habib)

BTL / Social Campaign produced by Clockwork Films WA, Directed by Mikey Hamer

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