In early 2022, Coordinare South Eastern PHN recognised the need for significant uptake in flu vaccination for the season, especially in multicultural communities where translated information may not be as readily available.

Waples was tasked with the creation of campaign creative targeting English-speaking, First Nations, as well as 11 other key multicultural communities across the PHN, as well as the planning and execution of a broad-reaching media campaign.

Creative needed to be relevant, and eye-catching and both engage & inform the many audiences around the flu vaccinations, leading them to websites where they could find additional information.

Key Results

• Creation of new campaign assets with several messaging variations, targeted to a multicultural audience and translated into 11 different languages.
• Assets created included Radio Ads, Social Banners, translated digital copy, website banners & Print collateral.
• 1,176 radio ads across 10 different radio stations and 21 multicultural programs.
• Over 440k individual users reached within the target demo on digital mediums (Facebook & Google)
• Over 12,000 users sent to the campaign landing page
• 71% increase in reach & 16% increase in Facebook engagement compared with the 2021 campaign.