Each year in the autumn, new strains of the flu shot vaccination become available and the public is encouraged to get treated ahead of the peak winter season. The opportunity also provides Primary a reason to talk with people about preventative health.

The Core Idea

We created an integrated campaign across out of home, radio, digital and social using the theme of, ‘Feel smug this winter.’


The campaign achieved over double the target number for vaccinations administered, with many medical centres having to roster on additional doctors to facilitate demand.

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