The autumn phase of the vaccination support campaign will take a new form. The Ministry of Health is deploying new TV, online and radio spots and new graphics for print and external advertising.
The new phase of the campaign follows on from activities carried out continuously by the Ministry of Health for several months. Spots and graphics are the result of cooperation with MUW Saatchi & Saatchi, which has succeeded in the public procurement competition of proposals evaluated by a committee composed of MZ staff and external experts from the private sector.
The creative concept of the new phase of the campaign reflects the mood in a society that is highly polarised. The aim of the new spots and graphics is to point out the fact that the company has only one real enemy and thus is the coronavirus that causes the disease covid-19. The only effective solution to win over a common enemy is vaccination.
It's like the whole of our society has been infected with a cowid in the last year. Trust in institutions is falling and first wave solidarity has long been forgotten. Now, on the threshold of the third wave, I can no longer build communication on rational benefit vaccinations, and everything has long been said in the media and social networks. Therefore, in MUW, we decided to uplift an antihero in the form of a cowid and to remind us that if he doesn't have to beat us all in time, we have to join forces and defeat him. And the vaccine is the only sensible solution so far. This does not mean, however, that we resigned to the rational benefits of vaccination; in other campaign channels we also devoted space to them, explains COO agencies Kamil Charvat.
The implementation of new spot and graphics complements the activities undertaken by the Ministry on a continuous basis. During September, more than 1.2 million SIPO documents with a call for vaccination were delivered to the mailboxes of Slovak citizens, the Office of Public Health of the Slovak Republic sent SMS notifications about changes in the COVID machine with an invitation to vaccination and a global UNICEF spot was deployed in the media on support of vaccination. Information booklets about vaccination, which also answered the most frequently asked questions, were distributed to social services facilities thanks to cooperation with the Ministry of Labour, Social Affairs and Family of the Slovak Republic. The beneficiaries of old-age pensions in cash were provided with leaflets and other leaflets were distributed in boxes in selected regions with the lowest vaccination rate.
The health sector places great emphasis on long-term and systematic communication of vaccinations through social media. The accounts of the Ministry of Health on Facebook and Instagram are extremely monitored, are capable of affecting more than 2 million people per month and are regularly taken over or quoted by the media and Internet personalities. Google ads campaign, which directs people when searching for official resources, and organic performance on social networks complement paid campaigns on Facebook. The Ministry of Health of the Slovak Republic on a regular basis informs all mayors and mayors about news in vaccination, sends all information, graphics and documents to local authorities for vaccination or new anti-epidemic measures.
First vaccination campaign of the health sector launched in January 2021 (https://www.health.gov.sk/Clanok?coid-19-29-01-2021-campan), had a slogan Vaccine is freedom. The basic message about the vaccine as a freedom bearer was presented through various variations of the slogan according to the preferences of known individuals who performed in the spots, allowing many target groups to recall their own motivation for vaccination.
In April 2021, a nationwide media campaign entitled Vaccine is a victory with scientific authorities and cultural personalities, such as B. Klempa, F. Kovár or P. Sabaka, G. Oňová, which aimed to vaccinate the most vulnerable target group. Together with the TV campaign, the resort launched other mediatypes, with the radio campaign dominated by leading Slovak experts who answered the most frequent questions related to vaccination. Similarly, online space has become an information channel for multiple vaccination responses via video spot (pre-roll, mid-roll, etc.). Vaccination was also supported by regional campaign mutations in least vaccinated regions or in marginalised locations. During this campaign phase, the resort also distributed information leaflets on vaccination for more than 400 thousand beneficiaries of old-age pensions. Along with mobile vaccination unit calls, a campaign on available vaccination was also active.
