Brands' Role in Vaccination Campaigns: Challenges and Innovations
Explore the critical role of brands in promoting vaccination campaigns amidst the ongoing Covid-19 pandemic. From incentives to spreading awareness, discover how brands can contribute to the national vaccination effort and help in the safe resumption of normal lives. Join the discussion on strategies, creative provocations, and the impact of vaccines on businesses and society.
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Presentation Transcript
B4SA: B4SA: Brands and the Demand Side Challenge Brands and the Demand Side Challenge No resumption of normal lives and livelihoods until we vaccinate the nation 3 September 2021
Agenda 3 September 2021 Agenda 3 September 2021 1. Why we are here the role of brands in vaccination Cas Coovadia, CEO BUSA, Timothy Schultz, Lead, B4SA Stakeholders & Communication 2. South Africa s vaccine demand acceleration strategy David Harrison, NDoH Demand Strategy Lead Finding the why in vaccination for people and brands Andy Rice, Brand Strategist and Mosala Philips, CMO, Old Mutual 3. 4. Creative provocations: what brands are already doing or could do Fran Luckin, Chief Creative Officer of Grey Africa 5. Industry in discussion next steps Preetesh Sewraj, CEO, The Loeries Confidential
Business for South Africa Business for South Africa Business for South Africa (B4SA) is the coordinating body mandated to organise South Africa s private sector to collaborate with government to roll out the national Covid-19 vaccination programme. No bank account. No procurement. No contracts. Just commitment. 3
Companies face complex communications decisions Companies face complex communications decisions National Campaigns Public CEO vaccinations Vaccine hesitancy Vaccine science Vaccine Information Brands Their Role? Should they? Why? Explain it? Where is it? How help? Solidarity Fund Behavior Change Legalities Back to work Vaccine rollout Fake news How combat? Compulsory vaccination? When & how? How & when? Their role? Business role Funding Show me the money
Why Vaccination Why Vaccination Covid-19, its effects and restrictions harm lives and livelihoods. It harms businesses from tourism to insurance. Until we can get vaccinated we won t be safe and we won t be able to return to a life without restrictions. For the economy to reopen we must vaccinate the nation. Promoting vaccination isn t CSI for brands. It is in our individual interest. It is in our business interest. 5
Why Brands Why Brands Covid-19 affects everyone. Its the shared experience of our generation. By law, every company must give vaccination information to staff. But brands can do so much more. Think incentives. Think meaning. The persuasive power of brands is multifaceted; their reach can dwarf the central campaigns. 6
Resources and the role of brands Resources and the role of brands Amplification Affiliation National Demand Campaigns Brands Mobilized Reach Reach Relevance Relevance Heart Heart GCIS GCIS Solidarity Fund Solidarity Fund CovidComms CovidComms Creative Incentives 7
