Campaign of the month: Covid-19 vaccine programme
UK government implores under-50s to take up vaccine when offered to quell the threat of coronavirus
The UK government has launched a new campaign encouraging people aged under 50 to get their Covid-19 vaccination when the time comes.
The “every vaccination gives us hope” campaign is the vaccine programme’s first-ever TV advert and is aimed at those set to be offered their first dose in the second phase of the roll-out.
The short film depicts the monumental effort of those involved in the vaccine programme, from volunteers and NHS staff, through to those who have taken up the jab already.
The advert also features a cover of Dinah Washington’s ‘What a Difference a Day Makes’ by artist Shells with the record set to be released to the public on 30 April via streaming services.
The TV advert will be accompanied by radio, social media and out of home campaigns, with billboards in prominent locations across Manchester, Liverpool and London.
The TV advert was produced by creative agency MullenLowe, which has also worked on campaigns for Knorr, Google and Budweiser.
Conrad Bird, director of campaigns and marketing at the Covid-19 Hub, Cabinet Office, said: “We understand the vaccine is not a silver bullet or a golden ticket back to normality but with every vaccination the hope of the nation grows, and this campaign looks to capture this public mindset.”
Tom Knox, MullenLowe executive partner, added: “The next phase of the vaccination programme marks a major milestone and it was important we developed a campaign which captured this huge achievement, but still acknowledged the reassurances people need to come forward and take up the offer of the jab.”