COVID-19 Vaccine Campaign
Group 4 momentum builder TVC breif
Background
Campaign to date has been focused on providing a strong information layer in market which
has been a consistent presence since April. There has also been a high level ‘possibilities’
layer which provides the ‘why’ for the audience, by highlighting what getting vaccinated wil
mean for people, whānau and communities. Ultimately it works to encourage uptake of the
vaccine.
As the momentum of the vaccination rol out continues to grow and we head towards Group
4 and scaling up to vaccinate the whole of the general population, we want to support the
possibilities ‘why’ layer of the campaign by telling the story of progress to date, not only to
give people the confidence that the programme is progressing as planned, but to give them
a sense of pride that by doing their part, Aotearoa New Zealand wil continue to stand
strong.
Campaign objective
To tell the story of the vaccination programme, and what it’s achieving, from the perspective
of individuals, whānau and communities across Aotearoa New Zealand who have already
been vaccinated. The content should foster a strong sense of pride and support by reflecting
our progress and confidence in where we are as a country, and where we’re heading. It
should share stories from people about how they feel about being vaccinated – what it
means to them, and for their whanau, businesses and communities.
Target Audience
The content is aimed at our general population – a wide audience ranging from those who
want to get vaccinated through to those who are undecided. The featured talent wil reflect a
diverse and inclusive audience and wil reinforce the sentiment that we are ‘doing it for each
other’.
What we know
From our vaccine channels, insights research and media sentiment, we know that there is
some widely felt frustration around the vaccine rol out, particularly from older people,
disabled people, Pasifika and Maori. The consistent key theme is around 'when am I getting
my vaccine', so we wil need to be cognisant of this when developing this new work.
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There is much media which refers to international vaccination ‘progress’ and vaccination
numbers which are far more significant than ours, and this only fuels the misunderstanding
that New Zealand is somehow behind. New Zealand is actual y tracking as planned with the
rol out programme, but this story is not heard.
Overall goal
Get New Zealanders
Who Are uncertain how the vaccine programme / rol out is going
To
Feel a sense of pride, momentum and
community at how far we’ve come and where
we’re heading
By
Seeing that people from al over country are being vaccinated and are doing their
part to make a better, safer place for themselves, their whānau and their community
Requirements
AV content for mass and supporting media to support the commencement of Group 4
rollout.
Content should showcase a range of ‘talent’ from around the country, including a mix of
ethnicities and sectors such as the disabilities sector.
Content should feel consistent with existing possibilities creative material. It should be
developed to sit alongside our Possibilities TVC and existing radio assets. Where Possibilities
focuses on the ‘why’ and ultimately encourages uptake of the vaccination, this new work wil
focus on the individual and the col ective ‘pride’.
Timings
For launch on mainstream television Sunday 29th July
Note: Health is also working on a content series with TVNZ Blacksand which is looking to
showcase the progress in the ‘vaccine effort’ from a behind the scenes perspective,
showcasing people from call centres, vaccination centres etc.
It might be relevant to link in with this work and utilise some of the already established
connections.
Through the CVIP Media team’s work and local connections, we can help Clemenger identify
appropriate people to tell their stories and may be able to support access to key locations in
the vaccination delivery chain.
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COVID-19 Vaccine Campaign
55+ It’s Your Time – Creative Brief
Background
The COVID-19 vaccination rollout is gather pace and we are now moving through our age
bands and inviting new cohorts to book their vaccinations. With invites to 60+ complete,
now is the time for people aged 55 and over to book.
We know from research that people in this age group don’t need a lot of persuasion. They
know what they need to do and when they need to do it, they are motivated to act. They
feel a sense of national and collective responsibility to get the vaccination – to unlock the
possibilities for themselves, their whānau and their communities.
Objectives
• People aged 55 – 59 know that it is their time to book their vaccination
appointments. They can book from Wednesday 11 August.
• People aged 60 and over, as well as those in Groups 1, 2 and 3 who have not yet
booked, now they can still book – there is no cut off.
• People understand that they can book at BookMyVaccine.nz or by calling
0800 28 29 26.
Target Audience
The primary target audience is all people living in New Zealand aged between 55 and 59.
(Note: in our advertising we would only refer to these people as 55 plus) The majority of
these people will still be in paid work, many with independent, adult children.
Research indicates that this group are looking for information rather than persuasion. They
need to know when and how they can book, not why they need to do so.
The secondary audience is people in groups who have been invited previously and are still
encouraged to book. These are border and MIQ workers, high risk frontline workers and
their families, people who are disabled, have underlying health conditions, or are pregnant,
and everyone aged over 60.
A final audience are people in New Zealand, aged from 16 to 54 who need to know that it
will be their time to be vaccinated soon.
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What we know
From our channels and media commentary, we know that sentiment towards the vaccination
programme has swung from negative to positive now that eligible groups have been given
the tools they need to be able to book,
However, we need to be cognisant that some residual frustration still exists, particularly
within those in Group 3 who are still waiting to be vaccinated, as well as Pasifika and Maori
communities which are under-represented in vaccination statistics.
Agency Task
Using our current 60+ advertising as a base, evolve this to communicate that, from
Wednesday 11 August, it’s time for everyone aged 55 and over, to reserve their spot.
The execution needs to be simple, clear and straightforward, but provide a strong visual
stage gate that catches the attention of the target audience.
The visual stage gating should be a system that can be used to differentiate subsequent age
bands.
Advertising executions need to be developed for TV, radio, press, and social media.
We are also looking for a simplified execution which can be translated into a wide range of
languages and act as a template for age band announcements, with only the eligible age
needing to be changed out as needed.
Timings
Brief
Wednesday 4 August
Concepts
Thursday 5 August
Approval
Friday 6 August
Production
Monday 9 August
On Air
Wednesday 11 August
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COVID-19 vaccine:
Brief for Clemenger
Super Saturday
6 October 2021
Purpose of this brief
Super Saturday is a call to arms (no pun intended) to New Zealanders, vaccinated and
unvaccinated, to galvanise in the lead up to Saturday 16 October when we want to get as
many people who still have to get their first shot, vaccinated.
This brief is to develop creative material to support a 7-day countdown. It wil operate
alongside and complement the ‘Freedom Forecast’ concept being developed by Colenso.
Additional elements of the campaign, including mobilising business and stakeholder
networks, activating partners and directly targeting persuasive material will be managed by
other streams of the project.
Objectives
o Create some friendly competition between regions to boost vaccination rates
across New Zealand.
o In a positive way, highlight vaccinate rates for a region, within that region.
Give people the information they need to know how they are tracking.
Target Audiences
All of New Zealand – the vaccinated and the unvaccinated
• The vaccinated (first or fully) are now the majority of New Zealanders. But once they
are vaccinated, their job is not done. They need to recognise how important it is to
the opening up, not to mention the health and wel being, of New Zealand. Their job
is to have ‘mana enhancing’ conversations with friends, whanau and col eagues who
are still vaccine hesitant. This isn’t a witch hunt – its about helping them have
constructive conversations and removing barriers.
• People who have not yet booked or received their first vaccination – the vaccine
hesitant or unengaged. These people have some questions and concerns about the
vaccine that have not yet been fully resolved, or there are some social, physical or
logistical barriers that they have not managed to overcome.
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Key Messages
High level key messaging
New Zealanders have consistently shown over the last year that they’re willing to pitch in as
part of our team of 5 million and confront the COVID challenge head-on. We need to
channel that energy into our final big push to get Kiwis vaccinated.
We can be one of the most highly vaccinated countries in the world. But to get there, we
need a big collective effort.
We al have a role to play in getting our vaccination rates up. The message to the 80
percent of the eligible population who have had their first dose is this: your job is not done.
You stil need to get your second dose, but you also need to help us reach those who have
not yet come forward to be vaccinated.
We need you to be talking to them about the reasons you’ve been vaccinated, we need you
to make sure they are getting reliable, honest information about the vaccine. And we need
you to help us to get the unvaccinated vaccinated.
The next week and a half is critical. We need to pull out all the stops to increase our
vaccination rates. It has never been more urgent. So we’re asking everyone to contribute to
a big, nationwide push for vaccination. This will culminate in a National Day of Action for
Vaccination on Saturday 16 October, Super Saturday.
On that day, we wil have vaccine clinics open throughout Aotearoa al day and into the
evening. A bit like Election Day, we will be asking all our political and civic leaders to
contribute to a big col ective effort to turn people out.
We wil be providing local MPs with heat maps showing where the highest concentrations of
unvaccinated people are. Whether going door to door, working the phones, or waving signs,
there will be a role for everyone to play.
Our political parties may all have different views on aspects of the COVID-19 response, but
we are al united on one thing – vaccination. Super Saturday will be an opportunity to put
aside our differences, just for 24 hours, and work together towards a cause we al support.
We are asking our business community, our media, and our community groups to play a role
too. Those that want to offer incentives to the unvaccinated to get them in the door are
encouraged to do so.
We wil be asking parents and grandparents to encourage young New Zealanders to take up
the opportunity to be vaccinated.
We must leave no stone unturned. No one should be left behind because they haven’t had
the support they need to make an informed choice to be vaccinated.
Let’s al pitch in, and let’s get this done.
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Agency Task
Develop a
campaign to create friendly competition between regions around vaccination
rates to motivate first doses.
We will need to have the campaign in market on Sunday 9 October with a seven day lead up
to Super Saturday, 16 October.
The campaign will need to be highly localised with each region knowing their current rate on
a daily basis. You’l need to think about how we make it competitive (positively) where
appropriate eg. Oamaru vs Timaru, same sized cities/regions without giving the whole game
away. The full national stats wil be shared as part of the Freedom Forecast.
It would be great to also look at how we use our Shot creative to call out key milestones eg.
Shot New Plymouth – 89% vaccinated!
Think about how we can best celebrate success on the Sunday fol owing Super Saturday.
What are the milestones we can call out? What does success look like without a specific
target? It may look like different things to different regions.
Assets that our partners and other organisations can use to promote Super Saturday
Social Media Creators – how can we get them motivated around the campaign. Is there
something we can do around the theme of What’s one thing every New Zealander can do
for Super Saturday to get NZ vaccinated. Could this be a pass along chal enge that we seed?
Considerations
• The campaign needs to align with and complement the ‘Freedom Forecast’ work
being carried out through Colenso.
• The CVIP team will be able to provide a daily feed of data around vaccination rates as
at the previous day. This data will also feed into the ‘Freedom Forecast’
• The campaign needs to come to life under the ‘Its our shot’ creative platform.
• We have a group of agencies who need to work together on this – Colenso are doing
the ‘Freedom Forecast’ element, Together are working on the targeted digital and
social for vaccinated (how to talk to people about vaccination) and unvaccinated
(your questions answered). Together are also providing a strategy on how we
activate well known New Zealanders. I know I’m preaching to the converted here,
but its super important that we al work together and cal out overlaps or conflicts so
we can resolve quickly.
• The CVIP design team are creating a lockup for Super Saturday based on our existing
Shot design system which can be used across the campaign.
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High Level Timing
Brief
Wednesday 6 October
Concepts and Media Strategy
Thursday 7 October
Development
Thursday 7 and Friday 8 October
Approvals
Friday 8 October/Saturday 9 October
In Market
Sunday 10 to Sunday 17 October
SUPER SATURDAY
Saturday 16 October
Mandatories
Aligned with ‘Freedom Forecast’ mechanic
‘Shot’ branding
Depiction of people
Where people are depicted, this needs to be reflective of and relevant to communities
across New Zealand including Māori, Pacific, Asian and CALD.
Also, where depicting groups (and also consider for individuals), disabled people should be
included in a positive but not stereotypical way – think headphones on, wearing a t-shirt
emblazoned with “inclusion” or “accessibility”, or a guy with a skateboard and an artificial
leg, rather than someone in a wheelchair or with a guide dog.
Accessibility (as appropriate):
For the deaf consider
Picture in picture NZSL
Closed caption
Descriptive transcript
For the blind and partially sighted consider
Audio description
Braille
Large format
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COVID-19 vaccine: Taranaki Youth Drive
Creative Brief, 11 November 2021
Purpose of this brief
We are partnering with the Taranaki DHB to mobilise their youth population. They have one
comms person for the region, and we would really love to give her a hand and come up with
some great ideas!
The Taranaki District is diverse, with large urban areas such and New Plymouth and
Stratford/Hawera. Plus, rural areas with farming and agriculture important to the economy.
COVID-19 found was in the wastewater in Stratford on Friday 5 November. Providing a
sense of urgency for the region to increase their vaccination rates.
We are looking at ways, outside the box, to increase their youth vaccination rates. In
particular, the Māori and Pacific segments of the youth population whose rates are slow in
climbing. There is also a large Indian youth segment who help work on farms and worry
about the side effects and not being able to work.
The DHB have been gifted 6 x free tickets to Synthony (March 2022) and would like our help
to come up with ideas to leverage these as an incentive tool for this audience.
Objectives
Increase vaccination rates for Taranaki Youth, especially Māori, Indian and Pacific youth
•
encourage those who are not ful y vaccinated to get vaccinated
•
focus on this audience that might not be reached by mass media
•
reinforce that if you don’t get ful y vaccinated in time there wil be everyday things you’l
miss out on this summer.
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Target Audience
Taranaki Youth:
New Plymouth District
Asian
12 to 19
104%
84%
New Plymouth District
Asian
20 to 34
118%
101%
New Plymouth District
Maori
12 to 19
61%
37%
New Plymouth District
Maori
20 to 34
59%
34%
New Plymouth District
Other
12 to 19
84%
63%
New Plymouth District
Other
20 to 34
78%
57%
New Plymouth District
Pacific Peoples
12 to 19
77%
55%
New Plymouth District
Pacific Peoples
20 to 34
77%
54%
South Taranaki District
Asian
12 to 19
90%
76%
South Taranaki District
Asian
20 to 34
108%
94%
South Taranaki District
Maori
12 to 19
68%
43%
South Taranaki District
Maori
20 to 34
56%
34%
South Taranaki District
Other
12 to 19
83%
58%
South Taranaki District
Other
20 to 34
73%
51%
South Taranaki District
Pacific Peoples
12 to 19
83%
64%
South Taranaki District
Pacific Peoples
20 to 34
92%
66%
Stratford District
Asian
12 to 19
87%
70%
Stratford District
Asian
20 to 34
104%
88%
Stratford District
Maori
12 to 19
59%
39%
Stratford District
Maori
20 to 34
62%
36%
Stratford District
Other
12 to 19
75%
53%
Stratford District
Other
20 to 34
71%
47%
Stratford District
Pacific Peoples
12 to 19
100%
75%
Stratford District
Pacific Peoples
20 to 34
50% Data missing
Barriers for unvaccinated youth (not Taranaki specific)
• Concern about long term side effects
• Concern that the vaccine is too new
• Fear of needles
• Fertility or pregnancy concerns
• Concern about vaccine ingredients
• Side effects – not wanting to get sick
• Concern about efficacy against new variants
• Don't want to take time off work
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Key Messages
This summer you’l need to be fully vaccinated and have your vaccine pass to guarantee you
can do the things you love with the people you love – concerts and music festivals, nights
out at bars and restaurants, going to the gym or sports events, even going to get a haircut.
Vaccination keeps us all safe. People who are vaccinated are much less likely to catch the
virus, less likely to transmit it to others, and very unlikely to need hospitalisation.
Vaccination is the greatest tool we have to protect ourselves, our whānau and our
communities against the ongoing impact of Covid-19.
It’s never been easier to get your free vaccination today – find a walk-in or drive-through
now at covid19.govt.nz.
Agency Task
Task one:
• Create a competition to incentivise this audience for the DHB to run
o NB - they have 6 x Synthony tickets at the Bowl, March 22
o need to find a good hook (prize) that is motivating for the audience
o how do they opt-in and prove they have been vaccinated
• Build a Two Shots campaign to support the competition
Task Two:
• Build and implement a geo-targeted Two Shots campaign that fits this market e.g
Two Shots for the Bowl; Two Shots for the Pub
o Digital and non-digital as some of this population not online
Task Three:
• Pitch any other ideas that you think would help mobilise this market
• The Barret brothers could be great to partner with as influencers
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Considerations
• There are some legal issues we need to be mindful of incentivisation
o Prize and the Public Finance Act – how public money is spent
We wil need to check if DHB has the same issues
o Individuals will need to opt-in to the competition to avoid privacy issues
o How do they prove that they have been vaccinated?
Budget
Clemenger to advise via cost estimate
High Level Timing
Brief
11 November
Concepts
16 November
Approval
17 November
In market from
19 November - ongoing
Mandatories
Consistent with the Two Shots visual guidelines and branding
UAC, MPP and Karawhiua logos included
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Appendix
These personas created from the unvaccinated data help build a picture of who were are
speaking to:
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COVID-19 vaccine design brief for
Tamariki Time brochure for parents
13th December 2021
Purpose of this brief
MedSafe is currently assessing the use of the paediatric version of the Pfizer vaccine for
children aged 5 to 11. There are around 476,294 children in New Zealand in this age rage. It
is anticipated that MedSafe wil endorse the vaccine this week and cabinet wil make a
decision to use the vaccine at a meeting on 23 December. This wil be announced to the
public, along with the date it wil be available (tentative date 17 January) that afternoon.
The paediatric vaccine is a third of the adult vaccine and wil be delivered in unique orange
vials. Two doses of the paediatric vaccine will be required, a minimum of 3 weeks apart.
Vaccination will be available through the same network of providers as adult
vaccinations have been ie. vaccination centres, Māori health providers, GPs and pharmacies.
The decision to get a child immunised tends to be one made within the family, with the
mother the key decision maker. Given the decision on behalf of the child, this is something
that is not taken lightly and there wil tend to be significant discussion around it with clear
and trusted information is required to inform the choice.
The announcement of child immunisation for COVID-19 will be made just before Christmas
so it is likely that it will be discussed at family gatherings through the holiday period. We
need to ensure that we are providing the best information in a way that is easy for parents
to understand, help decision making and counteract misinformation.
This brief is for a brochure to set out the case for immunising children for COVID-19 and
answer the key questions we know parents wil have.
Objectives
• Using the base information provided, review the copy, and amend to ensure that it is
simple and appropriate for a parent audience.
• Using the branding elements of Tamariki Time, develop concepts and layout for the
brochure.
• Using the brochure as a test case, progress the Tamariki Time branding to sit
sympathetically alongside the existing UAC and Vaccine look and feel.
Note: ideally elements additional to the UAC logo should establish consistency with
the overall Vaccination campaign but, on balance, strong connection is more
important.
Target Audiences
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Primary Audience
Parents and caregivers of tamariki aged 5 to 11 years, with a specific focus on Māori,
Pasifika, and parents of children with disabilities.
The mother tends to be the primary decision maker around child health and may be making
decisions for more than one child. Parents and caregivers of tamarkik with disabilities or
underlying health conditions may be particularly anxious about the decision to have them
vaccinated.
Secondary
Grandparents and wider whānau - For Māori and Pasifika, grandparents and
wider whānau take an active role in decision making for the family, including tamariki.
Note: Tamariki themselves are not an audience for this publication. Additional assets and
collateral will be developed as part of the campaign for this age group.
Agency Task
Develop concepts for a brochure to provide simple and relevant information for parents.
This wil need to be based on copy provided by MoH that has been approved by the Clinical
team. The chal enge for the copywriter is to review and update the copy to ensure that it is
written in a way that connects with parents, specifical y our priority audiences, but does not
materially change the meaning of the advice.
This copy may also be used to update the UAC
website page for parents .
To connect with parents, we wil be using the Tamariki Time branding developed by the
NRHCC and shared with the agency by Erin Stirling from Waitemata DHB. This branding has
been co-designed and tested with Māori audiences and resonates strongly. The branding
will also be adopted for the NRHCC campaign and may be picked up by other DHBs as the
immunisation programme rolls out.
The brochure needs to integrate the Tamariki Time branding with the UAC/Vaccine brand
however, the balance needs to be weighted toward the new brand.
The Tamariki Time visual style will be used across the key elements of the campaign,
including being adopted by MoH designers for this work.
Considerations
• It is vital that we create this work with the needs of Māori, Pasifika and the disabled
front and centre. It can’t be an afterthought.
• The creative work for the vaccine programme will use a co-creation model with
inputs from MoH, NRHCC, ICC, Clemenger, and others.
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• We need work that connects with priority groups in a way that they feel heard and
understood and not just talked at.
• For communications around tamariki vaccination we are using the work
immunisation rather than vaccination as immunisations is a normal and well-
understood health practice for children.
• The style wil be used for creative and communications outputs that are developed
by Clemenger but wil also be used by the MOH internal design team and by
Together. Assets and style guidelines will be used across all teams.
• The brochure wil be translated into multiple languages and accessible formats.
High Level Timing (sorry!!)
Brief
14 December
Concepts
15 November
Revisions
16 December
Approvals
17 December
To Print
17 December
Mandatories
Use of Tamariki Time look and feel and language. Cobranding with MOH and UAC logos
Depiction of people
Where people are depicted, this needs to be reflective of and relevant to communities
across New Zealand including Māori, Pacific, Asian and CALD.
Also, where depicting groups (and also consider for individuals), disabled people should be
included in a positive but not stereotypical way – think headphones on, wearing a t-shirt
emblazoned with “inclusion” or “accessibility”, or a guy with a skateboard and an artificial
leg, rather than someone in a wheelchair or with a guide dog.
Accessibility (as appropriate):
For the blind and partially sighted consider
Braille
Large format
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Appendix 1: Brochure copy
Version 2 - 13.12.21 for copywriter review
Tamariki aged 5 to 11 COVID-19 Vaccine
Tamariki aged 5 to 11 are eligible for a paediatric (child) course of Pfizer.
A child dose is one third of the adult dose. They will need 2 doses, at least 21 days apart.
Benefits of immunisation
COVID-19 generally has milder effects in children than adults. Symptoms are usually similar to a cold.
However, some children who have not been immunised can develop severe lung infections, become
very sick, and require hospitalisation.
Like adults, children can transmit the virus that causes COVID-19 to other people if they’re infected,
even when they have no symptoms.
Immunisation can help protect siblings who are not eligible for vaccination and other vulnerable
family members.
Immunisation can help keep kids in school and help them safely keep doing the things they love.
Safety
The Pfizer vaccine went through clinical trials with thousands of children. The side effects that were
reported were mild, didn’t last long, and are similar to side effects from other routine vaccines.
Pfizer is safe for children with food allergies. Unlike some other vaccines, there is no food, gelatin or
latex in the Pfizer COVID-19 vaccine, and it is not grown in eggs.
The only reason that a child may not be able to have this vaccine due to al ergy is if they have had a
severe allergic response (anaphylaxis) to a previous dose of the Pfizer vaccine or an ingredient in the
vaccine.
The Pfizer vaccine that is available for children had gone through the same approval process as other
routine childhood vaccines. None of the clinical trials were skipped and no corners were cut when it
comes to safety.
Side effects
Side effects in young people are similar to those seen in adults. They are generally mild and should
only last 1 or 2 days.
The most common side effects are:
•
a sore arm from the injection – you can put a cold cloth or ice pack on it to feel better
•
a headache
•
feeling tired
•
feeling feverish or sweaty
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•
nausea
•
aching muscles.
After immunisation the child will need to stay for at least 15 minutes so that any adverse reactions
can be monitored.
If they develop difficulty breathing, a racing heart, chest pain or feel faint (straight away or in the
days after the vaccine), seek medical attention.
If they feel unwell, get them to rest and drink plenty of fluids. They should avoid vigorous exercise,
like running around or swimming. Paracetamol or ibuprofen can be taken (following instructions on
packaging, or as given by your doctor or pharmacist) after immunisation to help to relieve fever or
pain.
Tips before your appointment
1. Provide encouragement and keep them relaxed.
2. Make sure they have had something to eat and drink
3. Check they’re wearing clothes that make it easy to see and access their upper arm.
If they’re a little nervous, they’re welcome to take something to the appointment that wil distract
them, like a soft toy, or a phone.
If the child has any pre-existing health conditions, or has any previous reactions to immunisations,
let your vaccinator know.
Top 7 facts about the Covid-19 and vaccination
1. COVID-19 vaccines are already the most well- studied vaccines ever made.
2. This is no evidence that this vaccine has any effects on children’s development.
3. Once the vaccine has done its job, it is quickly eliminated from the body.
4. The Pfizer vaccine has a good safety record and has proven to be effective after millions of
doses have been administered worldwide.
5. Over 2 million children have been vaccinated in US and Canada.
6. The clinical trials showed that 10% of 5-11 year olds have side effects.
7. The COVID-19 virus is very unpredictable. Some children have become very sick, some
children have had very mild symptoms, and some have had no symptoms at all. Data from
overseas shows that some children experience mild symptoms from COVID-19, but then
experience long term effects of many months after the COVID infection.
Book or walk in
Children aged 5 to 11 cannot give their own consent. A parent, caregiver, legal power of attorney, or
whanaungatanga wil need to accompany a child to their appointment(s) as the responsible adult
and wil need to confirm consent for the child to be immunised.
At the appointment the adult and child can ask as many questions as they like.
Book My Vaccine (make sure you select the appropriate age range)
Walk-in: Not all sites offer child immunisations. Visit healthpoint/ or call .. . . to check before you
arrive.
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The disability team is available Monday to Friday, from 8am to 8pm. They wil support your whānau,
can book an immunisation appointment, and answer any questions you may have.
• C
all: 0800 28 29 26 and push
2
• Free text:
8988
• Email:
[email address]
For more information and links to research, visit health.govt.nz/CovidVaccineKids
Have questions about the vaccine? Talk to the COVID Vaccination Healthline 8am–8pm, 7 days a
week.
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COVID-19 creative brief for:
5-11 year olds - immunisation announcement
support
14 / 12 / 2021
Background and purpose of this brief
Medsafe is currently assessing the use of the paediatric version of the Pfizer vaccine for
children aged 5 to 11 years. There are around 476,294 children in New Zealand in this age
range. It is anticipated that Medsafe wil endorse the vaccine this week and Cabinet wil
make a decision to use the vaccine at a meeting on 23 December. This wil be announced to
the public, along with the date it wil be available (tentative date 17 January) that afternoon.
The paediatric vaccine is a one third of the dose of the adult vaccine. Two doses will
be required, a minimum of 3 weeks apart and vaccination will be available through the same
network of providers as adult vaccinations have been i.e. vaccination centres, Māori health
providers, GPs and pharmacies.
The decision to get a child vaccinated tends to be one made within the family, with the
mother the key decision maker. Given the decision is on behalf of the child, this is
something that is not taken lightly and there wil tend to be significant discussion around it
with clear and trusted information required to inform the choice.
The announcement of the COVID-19 vaccination for children will be made just before
Christmas so it is likely that it will be discussed at family gatherings through the holiday
period. We need to ensure that we are providing the best information in a way that is easy
for parents to understand, to help decision making and counteract misinformation.
This brief is for to support the announcement, to encourage discussion amongst friends and
whānau and to point people in the right direction to get further information.
Agency Task
Create an information campaign which supports the announcement of the rol out of
vaccinations for 5-11 year olds and utilises the creative approach that has been developed
through Northern Region Health Coordination Centre (NRHCC).
Objective
To inform the parents and caregivers that
COVID-19 immunisations for 5-11 year olds will
be available from 17 January (tbc) and where to find information.
HP number | 01 January 2021
Target Audiences
Primary audience:
Parents and caregivers of tamariki aged 5-11 years old, prioritising Māori, Pasifika and
parents and caregivers of children with disabilities.
The mother tends to be the primary decision maker around child health and may be making
decisions for more than one child. Parents and caregivers of tamariki with disabilities or
underlying health conditions may be particularly anxious about the decision to have them
vaccinated.
Secondary audience:
Grandparents and wider whānau also play a very big part in this decision making
Key messaging
• Immunisation for 5-11 year olds will commence in the new year (17th January)
• The Christmas break is a great time for parents and caregivers to start thinking about
this for their tamariki
• Talk to whānau and trusted people to help decide if this is right for your tamariki
• You can find helpful information at
URL (tbc but potentially UAC, Karawhiua and
MPP) or cal 0800 28 29 26
Timing
It is anticipated that the announcement wil be next Thursday 23rd December. Advertising is
required for that afternoon, post announcement, on social media, and on radio and digital
media from Friday 24th, running through to 17th January when vaccinations commence.
Tone
Friendly /reassuring / helpful / inclusive – VO from someone like Stacey Morrison
This will evolve once vaccinations commence in the new year, potentially utilising some of
our 15” TV spots at that stage.
HP number | 01 January 2021
COVID-19 creative brief for:
5-11 Nanogirl video
3/3/2022
Background and purpose of this brief
The campaign targeted at parents and caregivers of 5-11s is successful y driving people
(currently 51% of eligible population – 3 March 2022) to get their tamariki vaccinated.
However, with Omicron spreading fast around the country, we need to find ways to support
parents and caregivers (that have not yet immunised their children against COVID-19) to get
all the information they need to make that decision.
Recent TRA research on 5-11 barriers and motivators provided some good advice about
what information people are looking for. Nearly 40% said they don’t have al the
information they need to know.
We think one of the information gaps is a lack of understanding about the science of the
vaccine in children. And we think a resource is needed that explains to both
parents/caregivers and children how it works so they can be reassured and talk it through
together.
Agency Task
We want to partner with Nanogirl to create a ‘Nanogirl’s Lab’ video that parents and
caregivers can watch with children that explains the science behind the vaccine.
HP number | 01 January 2021
The purpose is to provide parents and children with confidence about how the vaccine
works and what it wil do in their child’s body to protect them against COVID-19. This needs
to be informative but done in a fun and engaging way – which is Nanogirl’s usual style!
The content of this Nanogirl video -
https://www.medickinson.com/post/covid-19-mrna-
vaccine-explained-using-cookies - which explains mRNA vaccines is great, but we think it’s
still a bit complex for our 5-11s. So, we would like similar information but delivered in a way
that can be understood by the younger end of our age range. It may be that we need two
slightly different videos, one for 5-8 year olds and one for 9-11s.
We also like the energy, graphics and set up of this one which is part of the series delivered
from the ‘Nanogirl lab’
-WHAT IS COVID19 WITH NANOGIRL! - YouTube
Objectives
• Explain to 5-11 year olds the amazing science behind the vaccine and how it will
work in their body to help them fight COVID-19
• Explain to parents/caregivers of 5-11 year olds how the COVID-19 vaccine will work
in their tamariki
• Reassure both parents/caregivers and tamariki through a shared resource that the
science behind the paediatric vaccine is sound
Key messages
The key messages on the science content wil come from Nanogirl but we will also need to
ensure we cover the fol owing:
• The COVID-19 vaccine is one of the best tools we have to slow the spread of the virus
• It’s normal to have questions about the vaccine and one of the big ones may be ‘how
does it actually work in my body?’
• The science behind the mRNA vaccine is amazing etc (Nanogirl content)
• If you have more questions on the COVID-19 vaccine go to covid19.govt.nz/tamariki
or cal 0800 282926
Timing
To have a video w/c 14 March if possible.
Tone
Our Tone
Is:
Friendly, easy to understand/simple, compassionate, reassuring, helpful, inclusive,
empowering, talking
Our tone
is not:
judgemental, finger pointy, overly technical, prescriptive, fear mongering, shouting
HP number | 01 January 2021
Considerations
The COVID-19 landscape in NZ is changing fast. Parents may increasingly know of children
who have it and don’t suffer too badly so they may be hesitant to ‘risk’ the vaccine instead
of COVID. We need to help them understand that the ‘risk’ of the vaccine is unfounded from
a science perspective.
We also want this to be a video resource for schools to use as part of a Schools pack we are
developing.
HP number | 01 January 2021
Document Outline
