Direction de la santé
The Health Directorate
covid-19 communication from 2022 until 2023
From 2022 until mid-2023 I joined Wait Agency to work for the Health Directorate of Luxembourg concerning the COVID-19 communication. We had the opportunity to develop several campaigns through the seasons delivering the client’s message in the best way possible.
Summer campaign
Summer Campaign for Covid-19 in 2022. The aim was to remind people that the vaccination allowed this “almost-back-to-normal” life in the summer. We didn’t people to completely forget the virus and to remain cautious without being alarming or invasive. The main words for the campaign were: fun/dynamic/ flexible/catchy/inclusive.
The campaign was very present in Luxembourg through out-of-home media and classic media (JCDecaux digital and print, web banners, printed ads, etc) but also through main events since proximity was also important while delivering the message (sponsoring at the ING Marathon, goodies given at the Schueberfouer, sponsoring, etc).
autumn campaign
After summer came autumn. Here the main goal was to remind people to get vaccinated or booster to avoid a new lockdown. The campaign happened in 2 phases, the first one with a more “classical” visual approach and the second one with a more “modern” visual approach.
The very dense media plan helped with the visibility of the campaign throughout the entire country.
winter campaign
Finally, winter has arrived. Here the message was straight-forward to make people understand that having all your doses of vaccine was the only way to be fully protected and that each person getting vaccinated was playing a major role in obtaining collective immunity.
