Protecting more people from the pain of shingles

On 1st September 2023, 1 million more people in the UK became eligible for a free NHS shingles vaccination. However, shingles vaccination awareness amongst the public remains low, with only 41% of those eligible being aware it’s available to them, with higher-profile COVID and Flu vaccines competing for our audience’s attention.

Our approach was to shun the usual, dry, cliched vaccination communication cues and create a positive, empowering campaign that made shingles prevention something to get excited about. The end result was an omnichannel public awareness campaign aimed at creating a movement to get the UK ‘Shingles Ready!’

215% increase in web traffic versus previous campaign, with 120,000 unique visitors in month one after launch.

70% YOY increase in UK 50+ year olds awareness of shingles vaccination availability.

63% of 50+ year olds who had seen the campaign and discussed shingles vaccination with their HCP initiated the discussion, against the 34% who had not seen the campaign.