I worked on the strategy for this campaign during my time at Drummond Central.

The campaign is encouraging 18-29 years olds to take up their Covid vaccinations to protect against serious illness caused by the virus. It addresses concerns and provides reassurance that it’s never too late to change your mind and get vaccinated, whether that’s your first, second or booster jab.

The campaign was commissioned by a special branch of the NHS dedicated to controlling the virus in the North East. We undertook an in-depth mobile ethnography research project into attitudes towards Covid and the vaccine amongst young people. We then tested various creative routes in focus groups and interviews before presenting our findings to the client.

The campaign is now live on TV, radio, social, and OOH.