Development and implementation of an appealing and humorous campaign to encourage employees in the healthcare sector to get vaccinated
The task
UVA’s task was to develop a campaign and a comprehensive communication concept for the AMEOS Group in order to increase willingness to be vaccinated among the hospital group’s employees.
The Concept
On the one hand, the topic of coronavirus vaccination was still relatively new in people’s minds. At first there was little information about it, often contradictory. On the other hand, the topic of vaccination was of great urgency – especially in the healthcare sector.
Reach all target groups
The focus should therefore be on information. Employees should be able to decide to be vaccinated out of their own conviction. In order to reach all age groups as quickly as possible, various media channels were to be used. Furthermore, measures and campaigns should be carried out where people can raise their questions directly. We wanted to show people that we take their possible doubts and uncertainties seriously and offer them a low-threshold means of communication. Last but not least, all information should come from the company’s own employees and thus a leap of faith should be taken.
The result: “Impform yourself!”
“I came up with the brilliant idea for the slogan while driving,” says project manager Verena Kühn. The play on words “Impformiere dich” refers directly to the core problem, people’s insecurity. Combined with a clear mandate to find out what doesn’t hurt yet. This in turn is linked to the implied request to actually get vaccinated afterwards.
The campaign was carried out via posters and digitally with an extra landing page. Here you could obtain information directly, ask your own questions or talk to experts on the hotline. Print factsheets were also produced that can be used and passed on independently of digital media.
Strengthen team spirit
Visually, the campaign is clearly based on the AMEOS Group’s CD. This creates trust and sends a signal: We are doing something here for ourselves and for the future of all of us. We are all in the same boat and take responsibility for each other.
Consider public perception
Another important aim of the campaign was to attract public attention in order to show that AMEOS takes responsibility for its employees and patients.
