Case Study: NHS boosts youth vaccine participation with Seed

NHS drives 21,566 competition entries with Seed

The NHS faced a challenge in mid-2021 with low COVID-19 vaccine uptake among young people, as standard public health messaging was failing to resonate. The vendor, Seed, was tasked with creating a campaign that provided a compelling incentive for this demographic to act, rather than simply raising awareness.

Seed's solution was "The Reunion" campaign, created in partnership with Club MTV. It offered tickets to an exclusive gig as an incentive for getting vaccinated, using the social hashtag #getyourshot. The campaign utilized a central website, student influencers, paid social media, and television ads. Seed's approach generated 1.5 million unique site visits, 4.4 million impressions, and over 21,000 competition entries, successfully turning vaccination into a positive social act.

NHS