Sharing the moment

Problem: Low flu vaccine coverage rates in UK major cities, particularly London. Solution: Development of the ‘Share the moment’ creative, a traditional and online public health awareness campaign to help drive flu vaccine uptake. Outcome: 57.47% of the total unvaccinated population in the two initial pilot boroughs got their vaccination after seeing an advert, saying that it either reminded them to get their vaccine, or positively changed their mind about vaccination. Winner of the 2021 Communiqué award for Excellence in Public Health Communications. "This programme was a breath of fresh air! It was evidence based with a targeted approach. It had clearly set out objectives and delivered on the outcomes. It had robust evaluation, a sound strategy and clear metrics. This was one project that delivered on every aspect!" Neil Flash, Communiqué judge