To activate preventive vaccination in a poorly informed audience.
A pharmaceutical company wanted to increase vaccination among travellers visiting family in their countries of origin (VFR), a segment with low-risk perception, low planning and little visibility in conventional campaigns.
We conducted focus groups in several cities with VFR individuals to understand their motivations, barriers, travel habits, and actual points of contact. We identified archetypes and mapped key moments to raise awareness. Subsequently, we facilitated a co-creation workshop with the client to transform the insights into specific campaigns and actions.
A strategic approach that transformed qualitative listening into more relevant, actionable and effective campaigns, improving the prevention experience and communication effectiveness.
