Case studies

Tasmanian Department of Health

Raising life-saving awareness to take vital vaccination rates in Tasmania from the lowest in Australia to the highest.

Following a spate of meningococcal infections (and deaths) across Tasmania, the Tasmanian Department of Health identified an urgent requirement to build awareness of the need for the at-risk 15 to 19-year-old cohort to vaccinate against the meningococcal virus. A free ACWY meningococcal vaccination was made available to them.

The free vaccination offer then needed to be extended to all Tasmanians aged 6 weeks to 20 years in order to combat Tasmania’s low ACWY meningococcal immunisation rate among this cohort – the lowest in Australia.

The ‘Lucy’ campaign material was extensively shared, commented on (tagging family/friends) and reacted to, extending the organic reach of the campaign.

  • 1,293 post reactions (like, love, wow, sad etc),
  • 324 post comments
  • 467 post shares.

CLICK THROUGH RATE (CTR) – 1.8 PER CENT. OVER DOUBLE THE FACEBOOK HEALTH CARE INDUSTRY AVERAGE CTR OF .83%.

The Instagram Stories video view rates:

  • 33 per cent of people watched to completion.
  • 53 per cent of people watched 75% or more.

73 PER CENT OF TASMANIANS AGED 6 WEEKS TO 20 YEARS RECEIVED A MENINGOCOCCAL ACWY VACCINE – THE HIGHEST VACCINATION RATE OF ANY AUSTRALIAN STATE OR TERRITORY.

A spike in immunisations among the 15 to 19 year-old cohort, from a plateaued figure of approximately 10,500 to 13,100, a 24.7 per cent increase.

The ‘Emma’ campaign successfully delivered to the identified target audiences via television, radio and social media. The Facebook and Instagram advertising achieved a total click through rate (CTR)of 1.36% (again, well above the Health Care Industry Ave rate of .83%).

To see the creative executions click here.

So what’s next? Schedule a free strategy session.