iverpool Community Health NHS Trust was quick to act when it identified that the number of staff having flu vaccinations was significantly below the national NHS targets.
LCH’s comms team was asked to develop an internal staff engagement and comms campaign that would improve staff uptake and increase awareness of the importance of being immunised to protect staff, colleagues and patients from the flu.
The resulting campaign featured actual staff and board members in 1950s-style scenarios, which gently poked fun at the common reasons why staff members avoid having the jab.
The campaign creative was featured on posters displayed in the trust’s buildings, and postcards were attached to all payslips to ensure everyone received the message at least once.
A supporting viral film featured the trust’s chief executive and director of finance urging staff to be immunised. The campaign achieved an impressive 71.6 per cent take-up rate – a 23.9 per cent increase on the previous year – which exceeded the trust’s target from commissioners as well as its own objectives.
"A highly cost-effective and simple way to engage employees on achieving a clear goal. Excellent metrics and demonstration of success"
Joe Hanley Director, corporate and external relations, IBM Europe