Cwm Taf Morgannwg University Health Board
At the height of the COVID-19 pandemic in south Wales, Cwm Taf Morgannwg University Health Board and their partners needed to increase the take-up of protective behaviours and directly combat vaccine hesitancy among residents. To do this, we needed to segment and prioritise audiences across COVID-19 hotspots, followed by launching into an engaging, behaviourally-driven campaign.
This campaign to engage needed to:
To understand the fast-changing context, we conducted primary research and quantitative experiments to better grasp the behavioural barriers faced by our audiences, and how to combat them effectively. Wrapped up in a detailed Behavioural Diagnostic, we highlighted some of the key barriers to behaviour change:
The #YouHaveAChoice campaign put the onus on individuals to highlight how their own behaviours make a big difference. By positively highlighting how people still have the freedom they desire and it is in their hands how quickly we return to ‘normal’, the You Have a Choice campaign created a space for individuals to reflect on their choices and commit to better behaviours.
We created engaging digital assets which were tested in randomised control trials to highly segmented audiences across the target boroughs. This included hyperlocal geo, age, and ethnicity targeting to deliver the right message to the right person, at the right time.
The campaign was delivered across multiple digital channels and amplified via partners and stakeholders.
It was augmented by media relations and local influencer amplification.
The results exceeded expectations demonstrating the power of behavioural science to reach and engage audiences.
In four weeks we:
But most importantly…