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Finalist

Unity Against Flu

by MHP Communications for AstraZeneca UK

Summary of work

There was concern last year about the impact co-circulation of COVID-19 and flu could have on the NHS in the winter months.
Amid a divide in political and public opinion on a number of the Government’s pandemic response measures, AstraZeneca wanted to mitigate any politicisation of an expanded childhood flu immunisation programme. As “super spreaders” of flu, without the flu vaccination, children would be more likely to contract it at nursery or school and spread it, posing a particular risk to the elderly and other people at high-risk.
A simple yet effective campaign sought to encourage parents to ensure their children were vaccinated against flu in winter 2020/21. We sought to demonstrate that while MPs don’t agree on much, they do agree on the importance of vaccinating children against flu. MPs across political parties came together to demonstrate ‘Unity Against Flu’ in an engaging campaign video asking parents to vaccinate their children ahead of the upcoming winter. The campaign supported greater uptake of the immunisation programme, resonating with parents across the UK.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

The Unity Against Flu campaign really ticked the creativity box. The scene was set very well and the judges were impressed by its engagement. The team has done an excellent job in condensing a dynamic political and public support situation into a compelling scene-setter for a well-strategised and highly creative campaign.