We partnered with the Government of Jersey’s Public Health department, to deliver a sensitive public awareness campaign to encourage vaccine uptake across key Island audiences.
Following the COVID-19 pandemic, Public Health faced a significant challenge: declining confidence in, and uptake of, routine COVID and flu vaccinations. The campaign needed to rebuild trust, address vaccine fatigue, and encourage action across multiple age groups, while remaining factual, responsible and politically neutral in a highly sensitive public health environment.
Building on our long-standing relationships with Public Health and government stakeholders, we delivered a carefully considered, multi-channel campaign designed to inform, reassure and motivate, without causing alarm or putting pressure on the public.
The creative concept drew on Jersey’s iconic fortification sites, using Island pride as a unifying narrative. The message positioned vaccination as both a personal safeguard and a shared responsibility, reinforcing the idea that strong individual defences help protect the wider community.
Alongside creative campaign development, we monitored public sentiment throughout the campaign, helping Public Health understand audience reaction and refine messaging so it remained trusted, relevant and effective.
The campaign was tailored to four distinct audience groups, reflecting different ages, life stages and motivations. Messaging was evidence-based, accessible and supportive, with clear calls to action. Delivery spanned healthcare settings, print, digital and social media, including paid digital delivery through Meta and Google Ads, ensuring consistent reach while maintaining trust and clarity across all touchpoints.
The campaign gave Public Health a clear and trusted platform to communicate the ongoing importance of vaccination in a post-pandemic context. It helped reframe vaccination as a collective act of protection, supporting informed decision-making and public understanding.
By monitoring sentiment and engagement throughout the campaign, Public Health was able to maintain confidence that messaging remained trusted, well-received and aligned with public mood during a particularly sensitive period.
Vaccine uptake was monitored directly by Public Health, and performance data is available on request.
LabelClear communications that reinforce trust in public health are essential to everything we do. Switch helped us deliver a campaign that was thoughtful, accessible and grounded in evidence, supporting our efforts to encourage vaccination and protect Island-wide health.
LabelThis campaign required a great deal of care to balance public reassurance with factual clarity, and creative thinking with responsibility. Our role was to support Public Health in communicating an important message in a way that understood public sentiment while encouraging positive action.