National Immunisation Programme
2023 Measles Campaign
Direct Channels Campaign Brief – response to reported measles
case
February 2023
Version Control
Version
Date
Author
Notes
0.1
14 Feb
Initial draft for stakeholder circulation
and feedback.
0.2
16 Feb
Updated inclusive of Strategic Comms
ffical Information Act 1982
feedback and corrections.
0.3
21 Feb
Updated inclusive of revised send
approach (two sends consecutive weeks)
that exclude communities impacted by
Cyclone Gabrielle from the first send.
Revised send dates.
Confirmed targeting – inclusions and
under t
exclusions.
0.4
23 Feb
Updated to include updated timings and
final approved copy.
0.5
27 Feb
Discussion to agree outreach
management via:
Whakarongorau, District-own call centre
Released
and Whānau Ora Commissioning Agency
for Māori.
0.6
28 Feb
Revert back to 0.4 version – WOCA will
not be completing outreach.
Background and Context
Following confirmation of a measles case in Auckland, new key messages have been developed to
inform and support outbreak response and increasing MMR uptake, particularly in the affected areas
of Auckland, Bay of Plenty and Waikato.
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Direct Marcomms: Measles Campaign Brief Feb 2023
The MMR vaccine is free for every citizen and resident in New Zealand born from 1 January 1969
onwards, to ensure that people without natural immunity are able to access protection. Two doses
are needed for full protection, with the first now scheduled to be given at 12 months and the second
at 15 months.
Since the introduction of vaccination for measles, the vaccination schedule has changed a number of
times. Due to this, there are several age cohorts who were caught in the middle of changes who may
be lacking protection.
Exacerbating this, prior to the recent launch of the Aotearoa Immunisation Register there was no
centralised national system for recording immunisation, with individual vaccination records held by
the family GP and potential y noted in Plunket/Well Child Tamariki Ora books. People who have
moved to New Zealand from other countries may also not have easily accessible vaccination records.
Since the beginning of the COVID-19 pandemic, uptake for the second dose has dropped, for a
variety of reasons, including primary care capacity, change in focus, lack of willingness to attend
primary care due to perceived risk, and vaccination fatigue.
Purpose of this document
This brief details the proposed campaign activity across direct channels including email, SMS and
outreach calls.
It includes objectives, audience selection (and exclusions), timelines, stakeholders and copy.
Scope of this brief
In scope • Direct channels campaign via CPIR and Whakarongorau to agreed audience and
under the Offical Information Act 1982
locations – including email, SMS and outreach calls.
• Reference to district/region led activity to align to NIP Comms lead activity.
Out of scope • Specific district/region lead activity via their own channels
•
Outbreak response communications
Released
•
Al other marketing channels will be covered in a separate plan
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.
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Direct Marcomms: Measles Campaign Brief Feb 2023
Direct Marketing Campaign Objectives
• Raise awareness to a selected audience within areas of Northland, Auckland, Waikato,
Bay of Plenty born between 1989-2004 who 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
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 - ~40% 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).
Direct messaging is one part of the overall communications and engagement plans across Te Whatu
Ora. Following initial ‘national’ awareness comms, regional and partner driven activity (e.g.
alignment to local events, follow up activity) will reinforce messages and help support localised
vaccination uptake.
Campaign Approach and Detail
•
Email, SMS and outreach cal s 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. It is recommended to fol ow with an
outbound cal to those contactable commencing at least 2 days following the email send.
1 week following, an SMS reminder message may be sent to non-responders.
o Te Whatu Ora NIP Campaign team will lead with email (or SMS where no email
address) for all regions.
• Outreach call programme
under the Offical Information Act 1982
o Bay of Plenty will complete its own outreach calls using its own cal centre team
and develop own SMS messaging to target 1969 to 1988 cohort as well as
unenrol ed population.
o Whakarongorau (via Te Whatu Ora NIP team) will manage outreach for
Auckland, Waikato (and Northland when communicated to).
o Te Whatu Ora NIP Campaign team wil complete email and SMS activity for
Released
Northland.
o Data files to be extracted for each region/cal centre as described above.
The channel management matrix outlines who is managing each aspect of the campaign
by region.
Region/Chann Waikato
Bay of Auckland Metro Northland (send
el
Plenty
2)
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Direct Marcomms: Measles Campaign Brief Feb 2023
Email
NIP to manage
NIP to
NIP to manage
NIP to manage
manage
Outreach cal s
• NIP /
• Bay of
• NIP /
• NIP /
Whakarongora
Plenty
Whakarongora
Whakarongora
u to manage
district
u to manage
u to manage
all cohorts
to
all cohorts
all cohorts.
manag
e all
cohorts
.
SMS (follow
NIP to manage
Bay of
NIP to manage
NIP to manage
up)
Plenty to
manage
o Cyclone Gabrielle has impacted many areas within our 4 target regions,
therefore three send dates are confirmed where impacted locations whose
priority will be on recovery, will be excluded from the first two sends. A fol ow
up campaign wil be deployed from 9 March that includes those areas excluded.
• Where no email address exists, an SMS will be sent.
• 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.
under the Offical Information Act 1982
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
o
Released
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
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.
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Direct Marcomms: Measles Campaign Brief Feb 2023
• Unvaccinated infants 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.
• 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. Al three can be very
serious illnesses.
• 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.
under the Offical Information Act 1982
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: Northland, Auckland, Waikato, Bay of Plenty.
• Send 1: Weds 22 Feb: Auckland, Waikato, Bay of Plenty – Māori and Pacific people (128k)
Released
(Specified locations will be removed as detailed in exclusions section)
• Send 2: Fri 24 Feb: Auckland, Waikato, Bay of Plenty – all other groups (approx. 338k)
• Send 3: From Thurs 9 March: Northland, Coromandel and additional areas that were
excluded from send 1
• Must have a valid email address, or phone number. Where no email address exists, mobile
phone number wil be used to send SMS.
• Outreach calls will follow email (or SMS) commencing at least 2 days following the email
send. SMS to be sent to non-responders at least 1 week following initial contact.
• Where no email or mobile phone exists, include landlines in outreach programme.
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Direct Marcomms: Measles Campaign Brief Feb 2023
• Daily data feeds accessed by Whakarongorau/or regions who will complete their own call
programme, to remove those people who have responded and ensure they do not receive a
call.
Total eligible people (exclusions not applied).
Exclusion criteria (to remove from the data extract)
• Send 1 and 2: All of Coromandel, All Northland, Kaipara, Hauraki, and all Western Beaches of
Auckland
• Send 3: All individuals included in send 1 and send 2
• People who have had two doses recorded
• Deceased people
• Invalid contact details
• 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
• Other reasons i.e. The Cold Chain Failure in the Southern DHB
• Any person who has received an email/SMS/outbound cal from Te Whatu Ora within the
under the Offical Information Act 1982
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. if two
people are linked to same mobile neither will be sent an SMS
• Individuals residing outside of New Zealand / addresses outside of NZ.
Released
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.
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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 don’t 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 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 for everyone who is eligible in your
<family/whanau> to get immunised.
under the Offical Information Act 1982
Need more information?
Call Healthline on 0800 611 116 or visit the Te Whatu Ora Health New Zealand website.
Keep safe and well.
Ngā mihi
Released
Te Whatu Ora Health New Zealand
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Direct Marcomms: Measles Campaign Brief Feb 2023
SMS Copy
To be used for both follow 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 ful y immunised, check with your doctor or your Plunket or Wel 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
Outreach Script
Note – script and FAQs will be adjusted according to Whakarongorau/District-own call centre
process.
under the Offical Information Act 1982
Kia ora my name is [name] a Health Advisor cal ing from Healthline. Kei te pēhea (koe)?/how are
you? Can I confirm that I am talking to [first name]? Can I confirm this is the best number to contact
you on in case we get disconnected?
Tēnā koe/thanks for that, I’m calling to talk about getting vaccinated against the measles virus. You
Released
may be aware through the news that a person in Auckland recently caught the disease. It is highly
infectious and now is a reminder of the importance of checking your protection
My call is to encourage you to protect yourself against the spread of measles by getting you and
your whānau ful y immunised.
Do you know if you and if you have tamariki have all had your two-dose immunisation against
Measles, also known as MMR?
If yes. Thank you for the korero/chat today and it’s great to hear that
you are al protected. Move to close here.
If no. We can help with that, there are a number of ways
to get immunised.
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Direct Marcomms: Measles Campaign Brief Feb 2023
Call your doctor or healthcare provider and make a booking for yourself and whānau. Also, there are
a number of participating pharmacies who provide MMR immunisations. Let me check those closest
to your home. Do you have your own transport to get to the nearest centre? (drop in standard
responses from here)
under the Offical Information Act 1982
Released
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Direct Marcomms: Measles Campaign Brief Feb 2023
