Ministry of Health launches advertising campaign to promote vaccination coverage

Since vaccination against Covid-19 began in Latvia, nearly 700 000 Latvian residents have taken part in it, having received at least one dose of the vaccine. At present, the main focus of the vaccination process is a new approach – providing vaccination services as close as possible to people’s everyday activities. On 12 July, video advertisements, audio advertisements, social media video advertisements and outdoor advertisements focusing on addressing different target groups of the population about vaccination against Covid-19 will be disseminated on television, radio, the internet and in public spaces, with funding from the European Social Fund.

The advertising campaigns are one component of the new approach, whose main elements are mobile vaccination at locations where people gather, home vaccination for seniors aged 80 and over, the availability of vaccination services in large shopping centres, mobile vaccination in workplaces, and targeted outreach to minority audiences. The campaign’s creative concept and implementation are being developed by SIA “DDB WORLDWIDE LATVIA”.

The advertising campaign’s slogan is “No vaccine, no victory”; its main objective is to encourage those who are uncertain or waiting to decide to get vaccinated.

“Trust in science can return us to a safer everyday life – whether that means in-person classes, the latest theatre productions, attending sports activities, a party with friends at a club or meeting at a café. We deserve this. We are not opponents of one another. Our opponent is an insensitive and contagious virus. And the only way to defeat it is to make an informed decision and get vaccinated. Rolling up our sleeves – shoulder to shoulder,” says Eva Juhņēviča, head of the Vaccination Project Division of the National Health Service.

“When we want to accomplish something and know that it is a great undertaking, we roll up our sleeves. Latvia’s story has always been about rising to meet superior forces. The stakes have always been high, resources modest and the odds uncertain. Yet time and again we prove our strength when we are united. Today, too, we must be united. Inseparable. We must stand shoulder to shoulder. Quite literally, as never before,” emphasises Una Rozenbauma, author of the creative concept.

The selection of campaign tools will place strong emphasis on visibility in Latvia’s urban environments, on the internet and in electronic media – television and radio. The visual solutions combine national romanticism with stylised propaganda in order to address the audience positively and with a touch of self-irony. Textually, they add an interpretation of the sun depicted on the flag of the 3rd Company of the 2nd Riga Latvian Riflemen Regiment, bearing the motto “There is no victory without a fight”, in which the word “fight” has been replaced with “vaccine”, while the word “victory” can be adapted to the needs of different target audiences, themes and channels.

It is planned that, within the coming weeks, an information campaign on vaccination will also begin in minority press publications and on radio stations as a supporting activity of the Vaccination Project Division of the National Health Service. The main focuses of these activities will be debunking vaccination myths, providing easily accessible information about the effectiveness of vaccination, and practical information about vaccination opportunities in Latvia’s regions.

Vaccination develops immunity to Covid-19 and protects against a severe course of the disease if infection occurs. Experience in Latvia and around the world shows that all vaccines currently registered in the European Union demonstrate comparable effectiveness in preventing severe Covid-19 disease and hospitalisation.

More information -https://www.vm.gov.lv/lv/jaunums/bez-vakcinas-nav-uzvaras-veselibas-ministrija-uzsak-vakcinacijas-aptveri-veicinosu-reklamas-kampanu

Author:

Vaccination Division of the National Health Service

Ministry of Health

vm.gov.lv