BRIEF

In order to promote vaccination among the Chinese community in the UK, the NHS East of England wanted to launch a CNY campaign to engage more Chinese residents to take vaccine and strengthen the connection with Chinese people.

STRATEGY

Attractive Localized Concept

By tapping into the cultural insights of the Chinese New Year, Comms8 created the campaign message which is 「虎年大吉，百毒不侵」- “Have a prosperous year of the Tiger, Wish no virus can affect you!” to effectively convey greetings new year and advocations to take vaccine to build trust with the Chinese community.

Diverse creative assets and engagements

Leveraging the elements of tiger and Vaccine, we developed 5000+ Chinese red envelopes and Chinese cultural gifts to encourage more Chinese in East of England to take vaccine and boosters.

Digital Focused Integrated Communication

We activated the campaign across multiple touchpoints in Paid, Owned and Earned channels, concentrating the first two weeks of CNY 2022 to maximise reach and frequency amongst our targets.

RESULT

The campaign was highly successful in engaging more Chinese residents to take the vaccine and strengthening the connection with Chinese people. The campaign achieved over 29.8 million impressions on public media, over 5 million impressions on social media, and had a total impact of 163,000.