Our target audience lives and feels healthy, so it’s hard to make them realize they are at risk of shingles. On the other hand, they are used to other routine vaccines such as flu and COVID-19. The difference is that these “seasonal” diseases tend to strike at a specific time of the year, probably driven by exterior factors like the change of weather. But shingles is a disease that comes from within. 90% of adults over fifty already have the virus that causes shingles inside them, and it can strike at any time.

This visually impactful initiative is designed to raise awareness about the year-round threat of shingles among individuals aged 50 and above. Launched strategically ahead of the 2023 flu season, this campaign showcases a powerful visual representation of the shingles rash spanning multiple months, urging Canadians to recognize the urgency of shingles vaccination despite how healthy they feel.

We intentionally decided to show people without clothes to portray the vulnerability that comes with the risk of shingles. As a result, the rash over the skin became our protagonist. The solid background was another intentional choice to express that shingles represents a risk that comes from within, totally independent of time or location. As a branded piece, it was crucial to leverage the SHINGRIX brand colours and adhere to the brand book of GSK. Nevertheless, the font choice and the white letters stand out on the piece and suit our communication objective beautifully.

The consolidated media impressions of the campaign were 79,026,200 and translated into 132,820 independent visits to the website for people learning more about shingles and SHINGRIX. But most importantly, the vaccination intent was reported to grow to 72% after the campaign versus only 66% before launch. Over 2 in 5 of consumers who recall seeing the campaign stated that it made them want to get vaccinated.