There are no many serious diseases, which can be prevented by vaccination. Therefore, in accordance with the communication strategy of insurance company – to make prevention, we decided to communicate that this serious illness, which is easy to catch by doing ordinary things – shaking hands, drinking water, can be prevented just by vaccination. Because of unpredictable virus, you never know who can be targeted by it.In terms of long-run communication strategy of Dôvera we DID NOT use depressive, shocking and scaring communication. The tone of voice was educational, social-like, about prevention, but still very serious.