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Mums with a Message: Tackling Vaccine Hesitancy Among Young Mums

by Frontera Group

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.


Tackle TD: On the Sidelines - by Havas SO for Bayer


A Unique Bond - by Burson Cohn Wolfe for Boehringer Ingelheim

Mums with a Message: Tackling Vaccine Hesitancy Among Young Mums - by Frontera Group

#RosaceaNoFilter - by Havas Life Medicom for Galderma

Breaking Depression – A Story of 40 Million Broken Pieces - by Publicis Health for Janssen EMEA

Category Sponsors

Andrew Binns, Marketing Strategy Consultant – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253