Influenza Vaccination Strategy
Rationale: This segment are the next most likely to be highly engaged in interactive media, particularly social media. They are also independent enough to interpret information about healthcare issues and make a decision to take up the influenza vaccination.
4.2 Strategy
4.2.1 Overall Strategy
In order to educate our target public about the importance of the influenza vaccine, the team has chosen to highlight an individual’s susceptibility to the influenza virus. The campaign will integrate both interactive and social media, allowing for a wide reach through a variety of platforms.
4.2.2 Message Strategy
Key Message
Everyone is susceptible to influenza.
Key Concept
Right Under Your Nose
This concept was chosen to depict the real life situation …show more content…
TACTICS
5.1 Method/ Tactics:
A. YouTube channel: “Right Under Your Nose” Video Series and Advertisements
The 3-part video series will feature members of the target audience engaging in ordinary activities. A special liquid will be applied on items that people regularly come into contact with, which will then be transferred on to their hands upon contact. The venue will stage a blackout, and the area’s lighting will turn into UV light which will make the substance on their hands glow.
They will then be informed about how the substance, like the influenza virus is easily transmitted, promoting the need for vaccination. Participants will be interviewed on whether their perception towards vaccination has changed and will conclude with the tagline “It could be #RightUnderYourNose”.
The 3 videos will each be less than 2 minutes each to cater to the short attention span of the audience, and are also suitable as YouTube advertisements.
B. Microsite
The microsite aims to consolidate all relevant information regarding the influenza vaccination and campaign materials onto a single platform. It will be an extension of the main HPB website and will adopt a simple and friendly design. The microsite will include the following …show more content…
Posts made by the public with the “#rightunderyournose” hashtag will be made visible on the microsite.
The microsite will be mobile-friendly to correspond to the rising number of smartphone users.
C. Endorsement: Night Owl Cinematics (NOC)
NOC is a Singaporean-run YouTube channel specialising in comedy skits with over 400,000 subscribers. While endorsements are less effective, we strongly believe that NOC will be able to successfully raise awareness for our campaign through their humour. This will help to mitigate the concern that messages from HPB are simply propaganda.
NOC will be tasked to create a comedy skit titled “10 Dangers #RightUnderYourNose”.
D. Press releases
To generate publicity, press releases will be sent to major newspaper publications: The Straits Times, LianHe ZaoBao and Berita Harian. By crafting an informative and effective press release, it will boost the visibility of the campaign in a cost-effective manner. Please refer to Appendix B for the press release.
E. Facebook page
The campaign videos will be posted and promoted via HPB’s Facebook page to its existing fan base amounting to over
4.2 Strategy
4.2.1 Overall Strategy
In order to educate our target public about the importance of the influenza vaccine, the team has chosen to highlight an individual’s susceptibility to the influenza virus. The campaign will integrate both interactive and social media, allowing for a wide reach through a variety of platforms.
4.2.2 Message Strategy
Key Message
Everyone is susceptible to influenza.
Key Concept
Right Under Your Nose
This concept was chosen to depict the real life situation …show more content…
TACTICS
5.1 Method/ Tactics:
A. YouTube channel: “Right Under Your Nose” Video Series and Advertisements
The 3-part video series will feature members of the target audience engaging in ordinary activities. A special liquid will be applied on items that people regularly come into contact with, which will then be transferred on to their hands upon contact. The venue will stage a blackout, and the area’s lighting will turn into UV light which will make the substance on their hands glow.
They will then be informed about how the substance, like the influenza virus is easily transmitted, promoting the need for vaccination. Participants will be interviewed on whether their perception towards vaccination has changed and will conclude with the tagline “It could be #RightUnderYourNose”.
The 3 videos will each be less than 2 minutes each to cater to the short attention span of the audience, and are also suitable as YouTube advertisements.
B. Microsite
The microsite aims to consolidate all relevant information regarding the influenza vaccination and campaign materials onto a single platform. It will be an extension of the main HPB website and will adopt a simple and friendly design. The microsite will include the following …show more content…
Posts made by the public with the “#rightunderyournose” hashtag will be made visible on the microsite.
The microsite will be mobile-friendly to correspond to the rising number of smartphone users.
C. Endorsement: Night Owl Cinematics (NOC)
NOC is a Singaporean-run YouTube channel specialising in comedy skits with over 400,000 subscribers. While endorsements are less effective, we strongly believe that NOC will be able to successfully raise awareness for our campaign through their humour. This will help to mitigate the concern that messages from HPB are simply propaganda.
NOC will be tasked to create a comedy skit titled “10 Dangers #RightUnderYourNose”.
D. Press releases
To generate publicity, press releases will be sent to major newspaper publications: The Straits Times, LianHe ZaoBao and Berita Harian. By crafting an informative and effective press release, it will boost the visibility of the campaign in a cost-effective manner. Please refer to Appendix B for the press release.
E. Facebook page
The campaign videos will be posted and promoted via HPB’s Facebook page to its existing fan base amounting to over