In 2016, PPR was engaged to develop a highly targeted communications strategy and tactical plan to assist the University of Adelaide in conceptualising and delivering a nation leading herd immunity study of Meningococcal B vaccine.
As the study’s focus was on protecting adolescent South Australians, this was the key audience for the communications strategy. However, extensive research undertaken by PPR team, including the development of a stakeholder engagement map, identified an additional 16 audiences including: parents, schools, local media, doctors and nurses as well as local and federal government representatives.
Through the research and consultation carried out with The University of Adelaide and SA Health, the B Part of It campaign was born. Based on insights learned during the initial research phase, the campaign necessitated the development of a comprehensive media and communications strategy to support the study. The primary purpose of the campaign was to encourage students in Year 10,11 & 12 across South Australia to participate in the study. The study aim to determine the potential herd immunity benefit of meningococcal B vaccine (Bexsero).
The Campaign was launched to the public in December 2017. In addition to pitching and securing significant television, radio, print and online media coverage, PPR devised a comprehensive social media strategy consisting of targeted content, ambassador engagement and amplification techniques to maximise reach.
PPR was also tasked with developing the B Part of It branding collateral suite – including logo, website development and content creation, television commercial creation, templates, web banners, social media tiles, advertising and more.
The B Part of It study was hugely successful, with 95% of South Australian high schools and approximately 35,000 students participating in 2017. From the students who were eligible to receive the vaccine this year, over 95% were given two free doses of the Bexsero® vaccine and a throat swab collected.
At completion of the first phase, the campaigns integrated communications strategy achieved:
- A State campaign launch with national reach including a media call to announce the study with the support of ambassadors and Health Minister Jack Snelling;
- Engaged key TV and print journalists to attend a school on the day of the study launch, as well as gain footage at Robinson Research Institute and Women’s and Children’s Hospital;
- More than 62 pieces of media coverage across TV, print, radio and online with an AVE of more than $723,000;
- Extensive and strategic media buy, spanning television and digital, creation of a 30 second television commercial, which gained more than 1,200 metro TV placements during peak household viewing such as the Australian Open;
- Comprehensive social media strategy encompassing Facebook, Twitter, Instagram, YouTube and Snapchat;
- Ongoing management of social pages, with high engagement levels;
- The Facebook page has achieved more than 2.69million impressions;
- The Instagram page has reached more than 5094 people.
The second phase activation of the B Part of It Campaign will kick off a in January 2018.