Elevating Vancouver’s spirit with a trusted healthcare brand
Vancouver Coastal Health
Campaign Strategy
Creative Development
Your Shot. Your Reasons.
COVID-19 has affected everyone, everywhere. So when the vaccines were discovered there was a lot of relief and jubilation that the pandemic may be nearing its end. Unfortunately, it was the beginning of another problem for Vancouver Coastal Health; vaccine hesitancy and registration issues are real threats to defeating the coronavirus.
Our campaign insight leapt past the medical reasons for hesitation and drew upon people’s emotional drive for a vaccination. We got personal. In essence, people were registering so they could get back together with friends and family.
The creative twist on our insight was to make the odd contrast of registering for genuine, feel-good moments with friends and family. We reframed what registering for the vaccination really meant. Sure, someone would get the medicine. But what will that medicine let him or her do? The answer to that question was our campaign. We called it Your shot. Your reasons. A simple, universal and flexible concept that would connect with young and old alike.
The general results of Your shot. Your reasons. were very impressive. During our campaign, Canada took the worldwide lead for first-dose vaccinations. Within Canada, British Columbia became first amongst all other provinces or territories. And, amongst all other health regions in BC, Vancouver Coastal Health was first for registrations for both first-dose and second-dose vaccinations.
Other regions also adopted elements of our campaign. Both Vancouver Island Health Region and Northern BC Health Region used our videos, ads and posts to improve their registration numbers as well.
And most importantly, positive COVID-19 cases continued to fall while hospitalizations and deaths dramatically declined.
Urgent & Primary Care Centres
Not everything is a case of life or death.
Urgent & Primary Care Centres were set up by Vancouver Coastal Health to treat the illnesses and injuries that too many people currently go to the Emergency Department for sprains, strains and fractures; cuts, wounds or skin conditions; high fever, infections, asthma attacks, and less serious childhood illness and injury.
We needed to quickly communicate the difference between the Emergency Department and the newly opened UPCCs so that people didn’t tie up the wrong waiting room.
Here Be Monsters’ creative solution was to show two problems at once with a healthy dose of hyperbole. Using two unfortunate injuries or ailments to one patient, we demonstrated the appropriate place to get care through a colourful and memorable series of posters and digital posts.
“Here Be Monsters is a team of strategic thinkers who took the time to really understand the problem we were trying to solve. They were thoughtful in their approach to our marketing challenge and worked collaboratively with us to ensure the execution would have real impact. The results speak for themselves.”
Charlene Chiang,
Vice President of Communications and Strategic Partnerships