SA Health: Flu Prevention

In 2017, more South Australians died from flu-related illness than accidents on our roads. Early indicators suggested the 2019 flu season could be even worse. Despite this, the rate immunisation against the flu was in sharp decline.
Our job was to reverse that trend. We needed the public take the threat of the flu, as seriously as a car crash.
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To achieve this, we utilised a traffic device unique to South Australia. Roadside crash markers are used to mark locations where serious car accidents have occurred – red posts for severe injury, and black posts for a fatality. Seen from a car, the understanding is immediate for South Australians.
By placing these markers is an unexpected context, like a lounge room, playgrounds or supermarket. The takeout was immediate and impactful. The flu is as deadly as a car accident, and it can hit you anywhere. The critical difference, you can be immunised against the flu.
Soon after campaign launch South Australia’s flu vaccine reserves were quickly exhausted. Clearly the message found its mark.