Australia's National Immunisation Program (NIP) provides free routine childhood vaccinations recommended for all children aged 0-5 years. Parents and carers are increasingly uncertain about vaccines and require more reassurance about their safety and efficacy.
The ‘One more way you keep them safe’ childhood immunisation campaign was developed to provide trustworthy information to answer parents’ questions and promote the benefits of vaccination.
Fenton Communications developed and implemented a public relations strategy as part of the campaign to address misconceptions and reassure audiences about the safety and benefits of routine childhood vaccinations.
We engaged parents and expectant parents on both rational and emotional levels, addressing their concerns and providing validation and support through trustworthy information on the Department of Health, Disability and Ageing website. We also engaged health professionals as vital intermediaries to support conversations with parents and help answer questions about vaccinations.
In the most recent phase of the campaign, we delivered a comprehensive range of education resources, including video and animated content featuring infectious disease experts, explaining how various vaccines work to protect babies and children, and addressing common questions and concerns. Case study videos highlighted real-life experiences with different vaccine-preventable diseases.
These resources were supported by engaging social content that promoted both the resources and key messages about childhood vaccinations. A highly successful influencer marketing program featured six well-known parents of young children, who shared authentic and diverse content about vaccinating their own children.
The campaign also included direct engagement with parents at events across the country. The campaign helped reinforce the benefits, safety and efficacy of childhood vaccination.
