National Immunisation Programme
2023 Measles Campaign
Direct Channels Campaign Brief
National roll out of MMR campaign via direct channels
March 2023
Version Control
Version
Date
Author
Notes
0.1
16 March
Brief for stakeholder circulation
Background and Context
Ful background and context is detailed in the original brief MMR Direct Campaign Brief Feb 23.
under the Offical Information Act 1982
At a high level, NIP is currently reaching out to people born between 1989 and 2004, some of whom
may not have received both doses of the MMR vaccine. Direct and digital channels were used to
initially reach people living in Auckland, the Bay of Plenty, Waikato and Northland. Messages were
phased as the promotion commenced during the weather events of Cyclone Gabriel e. Several areas
that were particularly affected were excluded from initial activity.
Released
As at 9 March, approximately 460k people in those regions were contacted via email and SMS, with
outreach calls progressing.
We are now rolling out direct activity nationwide.
Purpose of this document
This brief details the proposed campaign activity across direct channels to rol out the approved
email and SMS content to all regions.
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Direct Marcomms: Measles Campaign Brief Feb 2023
It includes objectives, audience selection (and exclusions), timelines, stakeholders and copy.
Scope of this brief
In scope • Direct channels campaign via CPIR to agreed audience and locations – including
email, SMS and outreach calls.
• Reference to district/region led activity to align to NIP Comms lead activity
Out of scope • Outreach calls via Whakarongorau. Capacity planning will commence in order to
determine when outreach cal s may commence.
• Those regions who wish to opt out of national comms in order to complete their
own activity via their own channels
•
Outbreak response communications
•
All other marketing channels.
Objectives
Overal Programme Objectives
1.
Raise population immunity and prevent possible outbreak of measles
2.
Vaccinate 95 percent of the population against measles
3.
Deliver a catch-up campaign for those born between 1989 and 2004
4.
Address the equity gap in MMR rates for Māori and Pacific people.
Direct Marketing Campaign Objectives
• Raise awareness to a selected audience born between 1989-2004, across all New
Zealand (excluding those that were contacted in phase 1 and 2 of the campaign) who
under the Offical Information Act 1982
may have missed their childhood measles immunisation
• Make it easy for this cohort to understand the risks of measles and why it is so
important to get fully immunised against the measles
• Direct these people (and their children) to get their measles vaccination at their doctor,
health provider or selected pharmacies
• Deliver messages and information that resonates (with particular focus on Māori and
Released
Pacific people) and in a way that is easily understood
• Achieve an engagement rate in line with average open and delivery rates of other
immunisation direct programmes - ~50% open rate
• Achieve 1% uptake rate of vaccinated to those contacted. Assess uptake of vaccines by
additional people residing at the same address (e.g. children).
Note – measurement of results may take a number of months due to the lag of updating NIR.
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Direct Marcomms: Measles Campaign Brief Feb 2023
Direct messaging is one part of the overall communications and engagement plans across Te Whatu
Ora.
Campaign Approach and Detail
•
Email and SMS are selected channels for this campaign.
Due to the amount of information needed to communicate with this audience, email is
the most appropriate channel to lead with. Te Whatu Ora NIP Campaign team will lead
with email (or SMS where no email address) for all regions.
• The send address (email domain) and ‘signatory’ for this campaign is Te Whatu Ora.
• The call to action will direct people to participating pharmacies, or their GP or health
provider. For more information, people may click the link included that wil land at the
measles page at www.moh.govt.nz/measles. Alternatively, people may call Healthline on
0800 611 116.
• The template will include the existing header banner created in 2022 – specs 800 pixel
wide (high resolution) and image to connect the audience with the communication.
Banners and images have already been set up to be hosted. Alt text wil to be set up for
image.
• URL links to be provided and tested once call to action criteria is confirmed.
• Please include the following stakeholders as a seed group to receive the email:
o [email address]
o [email address]
Approved Key Messages
Note: key messages are not email/SMS copy – please do not change.
• New Zealanders should ensure they are fully protected against measles following a
under the Offical Information Act 1982
confirmed case of the highly infectious disease in Aotearoa.
• Any person born during or since 1969 and who does not have documented evidence of
receiving two doses of a measles vaccine and has not had measles previously is at risk.
• Unvaccinated tamariki are at particularly high risk of serious illness from measles.
• Measles spreads more easily than almost any other disease, and can cause serious illness
including pneumonia, brain infection and death.
Released
• MMR is given as two doses. If you’re not sure that you’ve had two doses, play it safe and get
vaccinated. There are no safety concerns with having an extra dose.
• MMR vaccines are free for everyone born after 1 January 1969. Visit your local pharmacy or
call your doctor or health provider today.
• Two doses of the MMR vaccine provide lifelong protection against measles in 99 out of 100
vaccinated people.
Supporting messages
• The MMR vaccine protects against measles, mumps and rubella. All three can be very
serious illnesses.
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Direct Marcomms: Measles Campaign Brief Feb 2023
• If you have been exposed to measles, getting the MMR vaccine within 72 hours can prevent
you from getting the disease.
Supporting messages – rangatahi and adults
• Measles, Mumps and Rubella can affect your chances of getting pregnant or having a
healthy baby
o Measles can increase the risk of miscarriage and premature labour
o Mumps can affect fertility for both men and women
o Rubella can increase the risk of major birth defects
• These days two MMR vaccinations are given to you as a child but people born before 2004
may have missed having one or both doses.
• We’re encouraging everyone born before 2004 to check with a parent, caregiver or family
doctor to see whether you had both MMR vaccinations as a child.
• If you’re not sure that you’ve had two doses, play it safe and get vaccinated. MMR vaccines
are free at your GP, other local health providers and many pharmacies. There are no safety
concerns with having an extra dose.
Target Audience (people we will contact)
• Eligible and registered people born between 1 January 1989 and 31 December 2004
inclusive, who are eligible for free healthcare in New Zealand
• Target domiciles: All regions excluding Northland, Auckland, Waikato, Bay of Plenty.
• Send date: Monday 20 March
• Must have a valid email address, or phone number. Where no email address exists, mobile
phone number may be used to send SMS.
Total eligible people (exclusions applied).
under the Offical Information Act 1982
Released
Exclusion criteria (to remove from the data extract)
• Remove al people/regions included in the first phase of the campaign – including Northland,
Auckland, Waikato, and Bay of Plenty
• Remove people from districts Tairawhiti, Canterbury and West Coast
• People who have had two doses recorded
• Deceased people
• Invalid contact details
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Direct Marcomms: Measles Campaign Brief Feb 2023
• Email addresses that have ‘bounced’ from other email campaigns
• Opted out of all communications
• Opted out of receiving messages via email or SMS channel
• Anyone born before 1989 or after 2004
• Has a Medical Exemption
• Any person who has received an email/SMS/outbound cal from Te Whatu Ora within the
last 7 days (starting at day 0)
• Remove people where the same email address is being used by more than 3 people
• Remove people where the same mobile number is used by more than one person i e. f two
people are linked to same mobile neither will be sent an SMS
• Individuals residing outside of New Zealand / addresses outside of NZ.
Campaign Measurement
• The campaign will be measured by uptake of vaccinations and assessment of channel
engagement metrics (open rate, click rate, delivery rate, unsubscribe rate), plus any
anecdotal feedback captured through Healthline or via external partners
• Tracking links to be included on URLs to assess traffic via google analytics
• Assessment of uptake from people residing at the same address as primary contact (to
assess if children were vaccinated at the same time)
• Kim Rousell, Direct Marketing Lead will circulate results. All requests for information should
go to Kim Rousell to coordinate across stakeholders.
Timings
Task
Date
Completed
Responsible
Circulate brief to stakeholders
Thurs 16 Mar
Confirm any districts who wish
Fri 17 Mar
to be excluded
under the Offical Information Act 1982
Audience numbers run
Fri 17 Mar
to run
SMS volumes/ budget approved
numbers
to gain
approval on SMS
budget from
Template set up (using existing
Fri 17 Mar
Released
design assets)
Data extracted, HTML/template Fri 17 / Mon 20 Mar
built and tested
Links checks
QA completed
Engagement team to brief
Fri 17 Mar
external stakeholders/partners
*check if Steph or RAMs to
complete briefing
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Direct Marcomms: Measles Campaign Brief Feb 2023
(no change to approved copy)
Comms and
Communications &
Inform and ensure activity is in
Engagement Manager
Engagement
line with Strategic Comms
plan.
Inform and communicate to
internal and external
stakeholders / partners
Analyst
Data & Digital,
Data extraction, QA,
Operations
Production, Test and
Deployment
Review/feedback/Inform
Manager, Data Analysts
Data & Digital,
Inform/feedback
Operations
Approve data process followed
and accurate
CPIR team
Inform
Māori Lead
Communications and
Inform
Engagement
Pacific Comms Lead
Communications and
Inform
Engagement
Te Aka Whai Ora
Communications
Inform
Operations Manager,
Operations
Inform
Data Partnerships
under the Offical Information Act 1982
Released
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Direct Marcomms: Measles Campaign Brief Feb 2023
Appendices - Email copy (final approved version)
Kia ora <name>
Did you know we’ve recently had a case of measles in New Zealand? Measles is a serious disease
which is highly infectious.
Why worry about measles?
Measles is a virus that spreads more easily than almost any other disease and can make you very
sick. About 1 in every 10 people with measles needs to go to hospital. <Māori are 4 times more
likely and Pacific people are 14 times more likely to need hospital admission.> In serious cases
measles can be fatal. Symptoms may include a fever, cough, a runny nose and sore, watery ‘pink’
eyes. A rash could follow that may start on the face then behind the ears before moving down the
body.
Immunisation can help protect you
Immunisation can help protect you against measles and other diseases. If you’re not sure that you’re
fully immunised against measles, check with your doctor or your Plunket or Well Child book to make
sure you’ve had both doses. And if you have <children/tamariki>, check they are up to date for
measles and their other regular immunisations.
If you do not know if you’ve have had two doses, play it safe and get immunised. There’s no risk
with getting an extra dose.
Getting immunised is easy and it’s FREE
You can get protected by visiting your doctor, nurse or healthcare provider. A number of pharmacies
also offer measles immunisation. Search Healthpoint to find a vaccination site near you. It might
also be a great time for everyone who is eligible in your <family/whanau> to get immunised.
Need more information? under the Offical Information Act 1982
Call Healthline on 0800 611 116 or visit the immunise website.
Keep safe and well.
Released
Ngā mihi
Te Whatu Ora Health New Zealand
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Direct Marcomms: Measles Campaign Brief Feb 2023
SMS Copy
To be used for both fol ow up to email/outreach call or as lead communication (where no email
address is listed)
Kia ora <name>
Did you know we’ve recently had a case of measles in New Zealand? Measles is a serious disease
which is highly infectious.
If you’re not sure if you’re fully immunised, check with your doctor, nurse or your Plunket or Well
Child book to check you’ve had both doses. And if you have <children/tamariki>, check they are also
up to date for measles and their other immunisations.
You can get protected by visiting a pharmacy that provides this service (check out
www.healthpoint.co.nz - then type ‘MMR vaccine’ into the search box) or through your GP or
healthcare provider. It might also be a great time to get everyone who is eligible in your
<family/whanau> immunised.
If you need more information call Healthline on 0800 611 166 or visit www.moh.govt.nz/measles.
Noho ora mai
Te Whatu Ora Health New Zealand
under the Offical Information Act 1982
Released
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Direct Marcomms: Measles Campaign Brief Feb 2023
