Excellence in Social Media Strategy

Summary of work

The subject of vaccination has been contentious this last year across the world. As misinformation spreads about the safety and efficacy of vaccines, old diseases previously eliminated have resurrected themselves in various pockets of the world. The United Kingdom and Europe as a whole have not been immune to this, with a high volume of measles outbreaks being reported in 2019 and higher level of vaccine hesitancy. Our initiative, Mums with a Message, was developed based on patient needs identified through insight-gathering and understanding of behaviour change science to create awareness on the importance of vaccination and its benefits to broader public health through peer connections and experiences. Our aim was to help mums to develop peer-to-peer connections and encourage each other to vaccinate their children through a less traditional multichannel approach that combined popular selling app Depop. and Instagram to provide peer-supported information about the benefits of vaccinations and enable mums to share stories about why they didn’t hesitate to vaccinate and to encourage other mums to do the same.

Judges' comments

Mums with a Message was an effective nudge campaign. The successful recruitment of additional mothers, combined with appropriate (and unusual compared to other entries) social media listening, allowed maximum use of channels. We really appreciated the use of a very different platform: Depop. And with such a limited budget the returns were very good.