Delivering a consistent message to all demographics, across multiple platforms

Overview

Yukon Governments Department of Health and Social Services’ mandate is to promote, protect and enhance the well-being of Yukoners through a continuum of quality, accessible and appropriate health and social services.

Challenge

As people return to work and school after lockdowns, there is a risk that the focus on COVID-19 over the past two years may lead to a neglect of the ongoing flu season, potentially making it a serious health concern. In response, the Yukon Government is launching a flu shot campaign with a clear message and a limited time frame. The challenge is to communicate this message quickly and effectively to the entire territory, targeting all genders and individuals aged 13 and older.

Solution

We identified media channels that effectively reach the diverse demographics of the territory and created tailored collateral for each. This strategy included a combination of traditional and digital media. We sent direct mailers to every household in the Yukon and utilized posters, newspaper ads, and radio advertisements. Additionally, we created animated ads for platforms such as Facebook, Instagram, YouTube, and TikTok, as well as Google Display ads targeting all demographics across the Yukon.