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Situation
ere is a current lack of education and engagement in the parental community when it comes to discussions about the importance of vaccinating children against pneumococcal disease and the success of the infant vaccination schedule. by providing information in a digestible format on channels that expecting and new parents use.
The above must be accomplished utilising various digital advertising channels to drive expectant (third trimester) and new (6-12-month olds) parents to the website in order to activate parents to seek and complete all three available doses of the infant pneumococcal vaccination and become advocates of the national immunisation programme.

Solution
The key to delivering an effective strategy was to ensure we were approaching and targeting the correct demographic of parents, on channels they interact with the most by providing information in a digestible format on channels that expecting and new parents use.
Influence them to click through to the website and to external information about the National Immunisation Programme with the intention to protect their baby/seek information.
We chose to use digital advertising tools like Taboola and Plista which allowed targeting to specific age groups, searches and interests. VOD allowed us to continue to reach parents on a widely used channel during prime time. Our effect use of messaging in MPUs, banners and website skins help to spread the message, likewise with our paid partnership with Mother and Baby.

Success
Over 180million reach
Over 1million engagements with campaign content
600k+ intents including over 50k hits to the website and 500k video views over 50%
Over 2 thousand parents clicked onto outbound sources to find out more about the vaccination schedule