What was the campaign?
The Meningitis Research Foundation's One Life. One Shot campaign was established to raise awareness and increase uptake of a life-saving meningitis vaccine (MenACWY) available to teenagers, particularly university freshers. The vaccine was introduced in 2015 after a five-fold increase in cases among teenagers of a deadly strain of MenW meningitis. Vaccine eligibility criteria were confusing and MRF sought to make this clear for everyone.
How was it promoted?
The campaign was aimed at teenagers both directly and through their parents by sharing stories of people affected by MenW. Filming, photography, social media graphics and press releases told the story of Lauren Sandell, who died from MenW two weeks into university in 2016. This was combined with new data showing vaccine coverage for 2016 school leavers was just 17 per cent.
Targeted adverts with emotive video content ran on Instagram and Facebook. The campaign called on young people to check their eligibility for the vaccine through MRF’s eligibility checker, and to book appointments.
Partnerships with organisations such as Mumsnet helped to spread the message. On A Level results day, amputee Charlotte Hannibal's story was shared across media and social media with support from the Royal College of Nurses and NHS Choices. The message was mailed to the parental homes of all university applicants via UCAS.
What was the campaign’s impact?
About 70,000 additional vaccinations took place from April to August 2017, compared with the same period in 2016. In universities where tailored materials mentioned local vaccine clinics, uptake increased to more than 70 per cent. The eligibility checker was visited by 15,922 people.
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