HSE: School Immunisation Campaign

Our campaign for the HSE’s School Immunisation Programme successfully raised awareness among parents of first-year students about the importance of vaccination. Using a strategic, two-phase approach across Meta, Snapchat, and TikTok, we delivered clear, engaging messaging that educated and empowered parents to make informed decisions.

With a compelling creative strategy centered on factual, positive messaging—free from fear-driven narratives—the campaign's creative approach prioritised diverse, high-impact visuals, dynamic content formats and platform-specific optimisation to ensure engagement across different audiences. We brought static imagery to life with simple animations and transitions, maintaining audience interest while making the content more dynamic and engaging. Avoiding clinical or medical imagery, we instead featured bright, positive visuals of secondary school students in familiar school settings, reinforcing a sense of normalcy and the opportunity to secure a healthier future. The integration of diverse creative assets, audience retargeting, and accessibility features such as subtitles and alt-text contributed to strong engagement and improved user experience. 

The results spoke for themselves: over 10 million impressions across platforms, thousands of clicks and a highly engaged audience of parents. TikTok outperformed in driving traffic, while Snapchat delivered cost-effective engagement.

By blending data-driven strategy with impactful creativity, this campaign demonstrated excellence in design, execution, and effectiveness—ultimately helping to protect children’s health and futures.