FOPH defends vaccination campaign with fail videos
The FOPH is not continuing an advertising campaign for the Covid vaccination with so-called fail videos. According to the FOPH, this is in line with the original plan. The step is not a reaction to public criticism.
The FOPH had only launched the "Really" campaign in mid-September (Werbewoche.ch reported). Videos on social media showed people with things going wrong - such as a young man putting a firecracker down his pants. The declared aim of the campaign was to allay young people's fears about the Covid vaccination.
The fail videos were planned from the beginning as the first element of a multi-stage campaign, FOPH spokesman Gregor Lüthy told Keystone-SDA news agency on Thursday. They will not be replaced, but will be replaced as planned by the next communication measure. The current campaign "Lieber vaccinate", implemented by Rod Kommunikation, was presented on Monday. (Werbewoche.ch reported).
No failure
The FOPH does not consider the fail videos to be a failure: they picked up on current trends with which the target group was familiar and were widely received, explained Lüthy.
In the future, the FOPH will rely on "Better to vaccinate" to convince young people to vaccinate. It is the answer to a series of rhetorical questions. "For example, "Quarantine after every Chilbi?" or "Get tested before every outing?
Current campaign significantly more expensive
According to FOPH spokesman Lüthy, the costs for the "Really" campaign with the fail videos amount to approximately 230,000 Swiss francs. This includes the costs for distribution.
For the "Lieber lassen vaccinate" campaign, the federal government is relying not only on social media, but also on posters and ads on screens in public places. The FOPH expects the campaign to cost around CHF 1.14 million. (SDA/swi)
