NSW Health has launched an integrated campaign to highlight the importance of vaccinating children on-time.
The 'Save the date' campaign, which is centred round a mobile app created by VML, also includes spots in TV, radio, out of home, print and online created by both GPY&R and VML.
The app, for iPhone and Android, features practical information on the importance of vaccinating on time and tools that allow users to create a personalised schedule for their children featuring name, age, profile photo and doctor’s information.
It then sends reminders of due dates for vaccinations and facilitates doctor contact to book an appointment.
GPY&R and VML have worked alongside NSW Health on a number of public health initiatives.
GPY&R ECD Julian Watt said: "We felt it important that this campaign celebrated the health of kids, not mandate it. As such, it's a fun, inspiring campaign that crosses all media touch points.”
MD of VML, Aden Hepburn said: “It was an innovative approach by NSW Health to adopt this technology, taking a step beyond broadcast public service messaging, and now it has the potential to drive behavioral change to make a real world difference.”
The app can be downloaded from iTunes and Google Play.