THE PROBLEM
Health messaging should be easily accessible but due to education and resource limitations, literacy is low in many under-resourced communities. A large number of the population in the Cape Flats are parents or caregivers to family members and health decisions need to be carefully considered as it affects multiple lives. Vaccination hesitancy has affected areas like Mitchells Plain due to many factors including lack of understandable or relatable information. Vaccination has proven to be an effective method of preventing the spread and severity of COVID-19 and would benefit communities in reducing unnecessary illness and death.
THE
BRIEF
Develop a contextually relevant campaign for parents and caregivers in Mitchells Plain to explain how the vaccine works in an understandable and relatable way. The information should be simple and educational while engaging the user on the platforms relevant to the audience.
THE
SOLUTION
The “Wats Innie Vax?” campaign uses a hand-rendered visual illustration of how the vaccine works in a tactile packaging medium that would be accessible in the local Clicks retail outlets. The package will include a campaign branded mask that will create further interest when worn in the community. The language used is in the local Kaaps dialect to allow the information to be better understood by the audience and also include the questions associated with vaccine hesitancy. The free local Plainsman newspaper will be used to create interest through campaign placements and an editorial describing the campaign and its objectives. Printed material will have directives to the campaign Facebook page that will have information available and be used as a platform for questions from the audience to be answered by vaccination experts from the partner groups and the department of health through a live streamed discussion.
CAMPAIGN ROLLOUT TIMELINE
PHASE 1
PHASE 2
PHASE 3
PHASE 4
PHASE 1
1-7 Nov
Launch Facebook page with FAQs
PHASE 2
6 Nov
Launch VaX Pak for families to take home available at Clicks stores/tillpoints
PH-25 ASE
11-25 Nov
Editorial & ads in Plainsman directing to FB & Clicks. Encourage audience to ask Qs
17 Nov
Q & A with expert panel streamed on FB live/watch
CAMPAIGN IDENTITY
The brand identity uses a hand-written text to create a sense of conversation and relatability. The use of a question mark re-inforces that the campaign aims to address concerns and through tagline: “Pak uit. Vind uit.” The brush stroke on the word “vax” draws attention to it but is less intimidating as an outline instead of being bold like the other words.
The colour choice is a soft blue colour pallete to contrast the current harsh, solid colours used in health messaging and create a sense of trust at a time of stress.
C 100
M 69
Y 39
K 33
C 53
M 0
Y 9
K 0
PHASE 1
A Facebook page will be used to appeal to the target audience through relatable questions and create awareness of the campaign and also engage the audience for feedback.
PHASE 2
VAX PAK
The Vax Pak will be available to shoppers at Clicks retail stores at the Promenade and Towns Center. It will contain a branded mask and tell the story of the vaccine in the body using Kaaps and questions associated with vaccine hesitancy.
Illustrative style is not harsh in appearance and hopes to encourage conversations between parents, caregivers and those under their care in a relatable, non-intimidating way.
VAX PAK
STORE DISPLAY
The promotional Wats Innie Vax mask will allow the message to be introduced to the community through residents since it is considered an essential item and provides everyday purpose.
It is intended to be a tool to create awareness of the campaign as well as open constructive and informative conversations amongst community members.
VAX PAK
MASK
WATS INNIE VAX IN-STORE BRANDING
Entrance detector sleeves, aisle shelf-ends and queing display screens will be used to create awareness of the campaign through the consumer journey through the store to the Vax Pak at the tillpoint in a display stand.
PHASE 3
PLAINSMAN NEWSPAPER
The Plainsman is a local, free, weekly newspaper delivered to residents in Mitchells Plain. This reaches the part of the audience that doesn’t use online platforms for news as well as being widely accessible to all community members. The newspaper will be used to explain the aims of the campaign, introduce the panel members and direct the audience to the Facebook page and the Vax Pak in-store.
The stylistic treatment is meant to soothe and contrast the current harsh colours and graphics being used for health messaging.
It is meant to be less instructive and more relatable and informative instead.
PHASE 4
Q&A ON FACEBOOK LIVE
The last phase of the campaign will be a Q & A session with industry experts to answer questions sent through on the Facebook page. This allows the audience to be heard and have concerns relative to them addressed in a professional and trusted way.
