Influenza immunisation campaign wins top marketing award

Influenza immunisation campaign wins top marketing award

The National Influenza Immunisation Campaign, which saw a record number of New Zealanders immunised against influenza in 2013, won a 2014 TVNZ Marketing Award in Auckland last night (Thursday). The campaign took out top prize in the healthcare category.

The National Influenza Specialist Group (NISG) campaign broke the previous year’s record by around 31 percent. More than 1.25 million doses of influenza vaccine reached an estimated 30 percent of the New Zealand population.

The NISG campaign, which included TV and radio advertising, the Influenza Kit for Health Professionals, posters, outdoor advertising, social media and public relations, is funded by the Ministry of Health to increase public awareness of influenza, its seriousness and the importance of immunisation to prevent the disease.

The award judge said, “The campaign took a sophisticated approach to media channels to achieve the significant challenge of moving an apathetic market. It was a well-executed programme, resulting in success well beyond the target.”

NISG is a group of expert doctors and nurses and health promoters who work under a contract from the Ministry to the Immunisation Advisory Centre based at The University of Auckland.

NISG works with ad agency, Insight New Zealand and PR consultants Trio Communications to deliver the campaign. Many New Zealanders would be familiar with the TV ads and posters showing people as falling dominoes.

NISG chair Michelle Kapinga said she was pleased to accept the award on behalf of the many people across the health sector who contributed to the success of the campaign.

“Everyone really pulled together in 2013 to make it such a success. On behalf of NISG I would like to thank everyone involved for their contribution.”

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