In March 2013, there was a huge 21% gap between the percentage of Aboriginal children and non-Aboriginal children 12 months old who were fully immunised in South Australia.
Only 71.20% of Aboriginal children aged 12 months were full immunised compared to 92.15% of non-Aboriginal children. South Australia’s immunisation rate for Aboriginal children was also 14% lower than the national average.
Our broad objective was to increase immunisation rates in South Australian Aboriginal children aged 0 to 7 years, with a major focus on 0-12 months of age.
An ambitious stretch target was set to “Close the Gap” between the immunisation of Aboriginal children and non-Aboriginal children aged 0-12 months. This required an increased vaccination rate of 21%.
No other Australian state or territory had successfully “closed the gap” in immunisation rates.
95% of Aboriginal children in South Australia are born in Public Hospitals, but many Aboriginal people are reluctant to deal with mainstream health services. Much of this reluctance is driven by a fear that their parenting skills will be judged as “not good enough” by non-Aboriginal health practitioners.
Our key insight was that Aboriginal parents want what all parents want for their children: success, happiness, safety and improvements in life.
Break through the perceived cultural complexities and barriers often presented when marketing to an indigenous audience. Focus on the fundamental human truth that as parents, we all want the best for our children.
Help me stay strong. Get me immunised on time at 2,4 and 6 months.
A gift-pack was developed and given to Aboriginal mothers in hospital after their baby was born. The pack included 3 x grow suits sized 000, 00 and 0 which included our campaign message “Help me stay strong. Get me immunised” and the key immunisation ages “2 months”, “4 months” and “6 months” on the sleeves of the respective suits. The 000, 00 and 0-size suits were designed to be the perfect fit for children aged 2 months, 4 months and 6 months.
The pack also included a play toy as well as a simple DL brochure explaining the importance of immunisation together with some FAQ’s. The contents were packed in an appealing carry bag.
In addition, information sheets and posters were sent to all immunisation providers in South Australia.
The fact that 95% of Aboriginal children in South Australia are born in public hospitals enabled us to focus our strategy entirely on a personalised approach with no media spend. In addition, all immunisation providers could be communicated with via direct channels. These direct channels enabled us to absolutely maximise effectiveness and efficiency with zero wastage.
In April 2015 it was announced:
91.80% of Aboriginal children aged 12 months are now fully immunised in SA(compared to 71.20% pre-campaign). SA is leading the way nationally. For the first time ever,the percentage of Aboriginal children aged 12 months who are fully immunised in SA (91.80%) is higher than the national Aboriginal average (87.00%).
The South Australian figure for Aboriginal children (91.80%) is also higher than the national average for non-Aboriginal Australians (91.20%). This is also the first time this has happened in history.
Golden Effie - 2015