Yukon Government
How a flu shot message reached every household in the Yukon
MBDC ran a territory-wide flu shot campaign for the Yukon Government, reaching every household through direct mail, print, radio and animated social ads.
Challenge
The Yukon Government’s Department of Health and Social Services works to promote, protect and improve the wellbeing of Yukoners. As people returned to work and school after the pandemic lockdowns, two years of focus on COVID-19 had pushed flu season out of view. The government needed a clear message delivered fast, across the whole territory, to everyone aged 13 and up, and the window was short.
Solution
We picked the channels that actually reach the territory’s different audiences and made the creative to fit each one. Traditional and digital together: a direct mailer to every household in the Yukon, plus posters, newspaper ads and radio. Then animated ads for Facebook, Instagram, YouTube and TikTok, with Google Display running alongside.
Results
Every household in the Yukon got the message in the mail, and most people met it again on the radio, in the paper or in a feed. One message, shaped for wherever a Yukoner happened to encounter it, delivered inside a short window.
