Campaign Spotlight: Get Vaccinated. Get Winter Strong
Posted by Marketing & PR on 5 Feb 2025
Winter is a tough season for everyone, but for frontline healthcare workers, it’s especially challenging. Busier hospitals, longer shifts and constant exposure to illnesses like flu and COVID-19 mean staying healthy is harder than ever. That’s where the Get Vaccinated. Get Winter Strong campaign from the Department of Health and Social Care (DHSC) comes in.
As a behaviour change marketing agency, we love exploring campaigns that make a real impact. This one is a perfect example of how simple, thoughtful communication can inspire action and help people protect themselves and others.
The Problem: Gaps in Vaccination Uptake
Healthcare workers face high risks, but not all get vaccinated. There are lots of reasons why:
● Some are too busy to fit it into their packed schedules.
● Others worry about side effects or aren’t fully convinced it’s necessary.
● After the strain of the last few years, many feel burnt out and hesitant to take on anything extra.
The campaign’s challenge was to address these concerns and make vaccination feel like a natural and essential step for every healthcare worker.
The Approach: A Campaign with Impact
1. Highlighting Strength and Resilience
The campaign’s tagline, Get Vaccinated. Get Winter Strong., puts a positive spin on getting vaccinated. It’s not just about staying healthy; it’s about staying strong and ready for whatever winter throws your way.
2. Reaching Workers Where They Are
The campaign uses targeted materials in places where healthcare workers will see them, such as posters in staff rooms, messages on intranets and social media posts shared by colleagues. It’s all about keeping the message visible and relevant.
3. Peer Advocacy to Build Trust
Healthcare workers trust their colleagues. That’s why this campaign includes stories and support from senior staff and team members who’ve already been vaccinated. Hearing someone you respect say, “This helped me, and it can help you too,” makes a huge difference.
4. Removing Barriers to Action
When life is busy, getting vaccinated needs to be as easy as possible. The campaign makes this simple by offering workplace clinics and clear guidance on how to book.
What Makes This Campaign Stand Out
This campaign understands its audience. It recognises the challenges healthcare workers face every day and speaks to them in a way that feels supportive, not pushy. Vaccination is framed as a way to stay resilient and ready; rather than another task to tick off the list.
It also uses smart behavioural techniques. By making vaccination a visible, team-supported norm and ensuring the process is easy, it gently nudges people towards action without overwhelming them.
Lessons for Future Campaigns
Here are a few key takeaways from Get Vaccinated. Get Winter Strong. that can be applied to any behaviour change effort:
● Know Your Audience: Understand what motivates them and what might be holding them back.
● Use Trusted Advocates: Messages from credible, relatable voices are far more effective.
● Simplify the Process: The easier it is to act, the more likely people are to follow through.
Looking Ahead
This campaign is about more than just vaccines. It’s about empowering healthcare workers to stay strong and resilient through winter. By blending emotional connection with practical solutions, Get Vaccinated. Get Winter Strong. has the potential to protect thousands of workers and the patients they care for.
Our Expertise
We’ve been creating highly successful social marketing campaigns for our customers for over two decades. We love our work and use the latest marketing communication tools and customer insight techniques, such as ethnographic research and co-creation workshops.
This allows us to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and whole communities – for the social good.
Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioural Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.
This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.
Perfect Circle has delivered social change for clients like schools, local government, not-for-profit organisations, the health sector and niche commercial businesses, and we’re really proud of what we’ve done so far.
If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, we’d love to hear from you. Please visit our contact page and get in touch.
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