Almost two-thirds of the U.K. have received their first dose of the Covid-19 vaccine, and now the government is encouraging citizens under 50 to get vaccinated in its latest ad campaign.
Released on April 26 by the British Department of Health and Social Care, the 60-second “Every Vaccine Gives Us Hope” spot by creative agency MullenLowe London aims to motivate the under-50 demographic to pursue vaccination, while also encouraging citizens over 50 to take up their second jab.
Behavior change through hygiene
Currently, 46.3 million people across the U.K. have received their first dose of the vaccine. Initially, older and more at-risk citizens were prioritized.
The campaign will run across TV, video on demand, radio, out of home, digital and social media for up to five weeks. Outreach will also be carried out with ethnic minority communities.
It features singer Dinah Washington’s classic song “What a Difference a Day Makes,” covered by English singer and songwriter Shells.
Media buying and planning for the government’s Covid-19 response campaign continues to run through Manning Gottlieb OMD.
Last week, the U.K. government revealed that more than 1 billion people around the world had benefited from its Covid-19 hygiene campaign, funded by UK aid and Unilever to teach people to wash their hands effectively. Hygiene products were delivered across 60 countries in South America, Europe, Africa, Asia and the Middle East. Over half a million handwashing stations were installed across the world, while 14,000 staff were trained on handwashing. The accompanying information campaign ran across 37 counties through TV, radio and social media.
Conny Braams, Unilever chief digital and marketing officer, told Adweek that it was an example of the “critical role” that brands could fulfill in driving behavior change.”
“Behavior change is one of the most difficult things to achieve,” she added: “Now if you manage to do that through these messages and touching so many lives, then hopefully you will have seen that it is possible to change consumer behavior for the better.. It’s an incredible result for that campaign.”
This article was originally published on Adweek