The Department of Health (DoH) has retained Euro RSCG London on the £4m advertising business for its flu immunisation campaign, following a final pitch against Miles Calcraft Briginshaw Duffy.
COI Communications called a review of the business in June, with the aim of launching an advertising campaign in the autumn (MW June 24). At the time, it also invited HHCL/Red Cell and Publicis to pitch for the business.
The brief for the agency will be to help the Government to achieve its target of more than 70 per cent uptake of the flu vaccination among the over-65s and those in high-risk groups. This will also be the first time that the DoH attempts to target younger people who may suffer from chronic respiratory conditions.
Euro RSCG was first appointed to the business four years ago, when it created a memorable campaign featuring former boxer Sir Henry Cooper, with the tagline: “Don’t get knocked out by the flu, get your jab first.” The campaign proved to be successful – according to the Government, more than 70 per cent of older people took up the vaccination, exceeding the Government’s set targets.
The new campaign will encourage and remind those eligible to get their flu jabs between September and November.
Media planning and buying is handled by Zenith Optimedia.