Greater Manchester Flu Campaign
Partners Social Media Pack
October 2017
GM flu campaign overview
This winter, Greater Manchester has one million free flu vaccinations available for the people most vulnerable to flu. To encourage as many people as possible to take up this offer, Greater Manchester Health and Social Care Partnership, in conjunction with its CCG partners, has developed a set of materials designed to amplify the well-recognisednational flu vaccine campaign. While the national campaign focuses on getting the flu vaccine from an NHS professional, in GM we have added animated characters to Stay Well This Winter graphics to create something relatable and help reinforce the messages from the wider national campaign.
Our GM flu campaign will predominantly target the most vulnerable groups. These are identified as people aged 65 or over, children aged two to three years old and their parents. As a secondary audience, we’re aiming to target other groups that are eligible for a free flu vaccination; those with long-term conditions, pregnant women and school children up to year four.
Campaign coverage
As part of the campaign, we’ve arranged lots of coverage across Greater Manchester to encourage people to contact their GPs or pharmacies to book their vaccines. Outdoor media is being utilised to target people when out and about in Greater Manchester. This includes localised taxi wraps, promoting the ‘everyone’ message, and includes one of the characters sneezing on the taxi handle to help push the idea that flu is easy to catch, and germs can spread anywhere.
This message is also being promoted across the backs of buses to target those driving around Greater Manchester, with the sides of buses aiming to promote to the over 65 audience, with an older lady ill in bed. This aims to target those within our audience who are likely to be using public transport.
On top of this, an online campaign presence has also been developed. A dedicated Facebook page has been created to promote organic content throughout the campaign, and it would be great to see our partners liking and sharing the page throughout the campaign.
On this page we will be sharing flu messages, and helping to promote these messages to our wider audiences. Content will also include some posts about staying well in winter, with tips and linking to the wider Stay Well This Winter web page. Keep an eye out for the posts and please can you share them too!
There will be further online content through the creation of an ‘everyone’ video, which will be shared when completed to enable you to post this to your own social media channels.
Finally, Facebook canvas will be utilised to target the parents of 2-3 year olds within Greater Manchester, using a story style canvas to show parents not only the affect of the flu on their children, but the impact on the parents themselves, encouraging them to take their children to receive the flu nasal spray.
How you can get involved
All these elements will mean lots of exposure for the GM flu campaign, but it would be even better to get wider support from our partners. Our Partners Pack will help you to get started andshow you how to get involved. Localised posts and additional support will help our campaign message spread across Greater Manchester (hopefully unlike the flu!) and generate a buzz at a local level.
Throughout the campaign we want partners to feel like they are:
Empowering the people of Greater Manchester with the knowledge to be able to Stay Well This Winter and to encourage them to book their flu vaccination.
This pack will provide you with some sample social media posts and links that support the flu campaign as well some additional ideas around Stay Well This Winter. It is important to consider the different target audiences mentioned above when creating your social media posts and tailoring the message to them in order to ensure that the message resonates with the target audience.
In addition to this pack, over the next few days, you will be provided with additional social media creative content to use alongside the messages below.
The following sample Facebook posts are focused on informing the audience about the flu and encouraging them to book their flu vaccination. These posts can be copied and pasted directly into Facebook and can be used during the flu season throughout October and in to the first week of November.
Outlined below are some suggested links and videos for you to use as Facebook content. The posts can be localised by including any local events or key dates that may be relevant, so feel free to create your own content as well. If you make sure to tag us in the post, we’ll aim to share content too.
- Had your flu vaccine yet? It's free if you're 65 or older or have a long-term health condition – and well worth it for everyone else, too!
- If your little one catches the flu, it can really take its toll on you too. If your child's aged two or three, they can get the flu vaccine for free!
- Do you have diabetes, COPD, asthma or another long-term health condition? You can get the flu jab for FREE. Check you're eligible and book yours today.
- Some health problems can be triggered or made worse by cold weather. Find out why and see how to stay safe this season.
- Got a cold... or the flu? It can be hard to tell when you're feeling run down. Learn the difference on our website.
- Booking your flu vaccine's as easy as picking up the phone. Use our website to find the number of your GP or the nearest pharmacy with just your postcode.
- We all know old and vulnerable people are more at risk when it's cold. But do you know what temperature you should set their heating to?
The following sample tweets are focused on informing the audience about the flu and encouraging them to book their flu vaccination. The tweets can be copied and pasted directly into Twitter and can be used during the flu season throughout October to the first week of November.
Included are suggested links and videos. The posts can be localised by including any local events or key dates.
People often search for content using hashtags on Twitter, so make sure to include any that could help you to appear in these search results. You can localise the hashtags in the examples below to make them more targeted to your geographical area.
- If your child's aged 2 or 3, they can get the #fluvaccine for FREE in #GreaterManchester! Find out more:
- Is your child aged 2 or 3? Don't forget to book their FREE nasal spray #fluvaccine.
- Had your #fluvaccine yet? It's FREE if you're 65 or older, a carer or have a long-term health condition:
- If you're #pregnant, you need a flu jab. Find out why in this short video.
- Busting myths about the #flu. Get the facts on our website – and then get the vaccine.
- Booking your #fluvaccine is easy. Find the number of your #GP or nearest pharmacy in #GreaterManchester here:
Use of Graphics
Using visual content is more likely to attract the attention of audiences, encouraging them to engage with posts. We therefore suggest including some of the following images when posting on social media. We have listed the visuals here for your reference, butplease ensure you use the high quality imagesprovided in the folder.
1. Parents Creative
An example of the parents creative is displayed below which is an illustration of a father comforting his sick child during the night, which is an image that parents will relate to and will want to prevent.
2. Over 65s Creative
There is also an illustration of an older woman looking ill at home in her bedand is not well enough to take her dog for a walk – reinforcing how flu can impact on your lifestyle.
3. Everyone Creative
This illustration is aimed at a wider target audience to highlight that flu is everywhere this winter, suggesting how easy it is to catch and how quickly it can spread.
Example post:
Here are example posts of what your social media content will look like. Please use this as a reference:
Additional assets
You will receive some additional assets for social media that will be shared in the coming days. Theseare a mixture of characters and text based content that can be mixed and matched dependent on your message.
If you have any particular requirements for further assets, please contact us and we will do our best to assist.
Contact details
Nicola Appleby
Greater Manchester Health and Social Care Partnership
07850 984644