#JabFace — Transmedia Social Campaign for Liverpool Community Health NHS
The challenge
With over 2,500 staff, Liverpool Community Health NHS Trust know it's imperative employees get their flu jabs — NHS staff come into contact with the most vulnerable members of society, where passing on influenza can be deadly.
When researching reasons why staff choose not to get vaccinated, two objections dominated: the jab itself can make people feel rough for a day or two, and taking time out of a busy shift felt like an inconvenience. LCH wanted to build on a previous year's campaign that had succeeded by taking a more lighthearted approach than the usual dry messaging.
The solution
'#JabFace' — a transmedia healthcare campaign where staff are encouraged to take a selfie after their flu jab (or even during, for the brave) and share it on social media with the hashtag. The launch took place at LCH headquarters where senior leadership had their jabs in a communal space at lunchtime with a photographer present. Staff voted for the #JabFace of the month and won prizes — turning a reluctant medical appointment into a piece of internal culture.
