GSK:
Vaccinate For Life

Building a movement in a busy category

H+K London created an above-brand campaign for GSK Vaccines to improve awareness of the importance of vaccination throughout different stages of life and to encourage more communication between healthcare professionals (HCPs) and their adult patients about what vaccinations may be available and why they’re important.

At ESPID’s (The European Society for Paediatric Infectious Diseases) 2018 annual meeting, H+K took arriving delegates on a journey from the minute they touched down in the city, to their arrival at the congress centre. They were targeted with advertisements showing how their role as a vaccinator allowed children to fulfil their wildest dreams. The campaign approach included bespoke photography, a new brand look and feel and was accompanied by a dramatic change in external positioning for the company. The team saw a 90 per cent increase in “on-booth” engagement at the annual meeting and received results that showed 94 per cent of delegates recommending that GSK Vaccines proceed with the same approach at all future events.

Furthermore, H+K conducted a global survey which reached over 6,000 adults across five markets – Brazil, Germany, India, Italy and the United States – and 1,351 HCPs across three markets. The team showcased the results through a global media relations campaign. The tactics proved to be very successful and resulted in 636 pieces of coverage and 667,062,360 impressions, notable coverage included outlets such as Yahoo, The Times of India and The Statesman.