London Mayor’s ‘Vax-cam’ campaign channels basketball to boost vaccination

The campaign is launched by the Mayor of London during a photocall at London Bridge today, as part of the public relations element.

It is inspired by the success of “kiss cams” ​​- where couples are chosen from the crowd at basketball games and other sporting events, and shown on giant screens.

Clips of Londoners who have been vaccinated will be covered with animations designed to look like cartoon stickers, with phrases like “Happy Jab Day”.


The campaign will be shown on select cinema screens as well as digital billboards across London, including at iconic locations such as the Oval Cricket Ground and Piccadilly Circus.

The vast majority of digital billboards and movie screens showing the campaign are doing it for free, to help boost the immunization rate in the capital.

A mix of earned, owned and paid channels is used to promote the campaign.

Messages and audience

People between the ages of 18 and 35 are the target audience for the campaign, which emphasizes the importance of getting vaccinated to ensure restrictions are lifted later this month.

Other key messages include the importance of getting both doses of the vaccine as soon as possible, and that getting the vaccine is quick and easy.

“One more step towards freedom”

Kat Dare, Practice Director at Ketchum, said: ‘We hope this fun, uplifting and positive campaign resonates with young Londoners and inspires them to go get bitten against COVID-19. We want him to remind people that we are all in the same boat and if we all play our part and get the vaccine we are one step closer to celebrating a return to freedom and a return to normal life. “

She added: “We wanted to play our part to help get the vaccine out, so we approached the London Mayor’s team with the creative Vax-Cam, and we’re excited to see it appear on notice boards. through the city.”

The Mayor of London added: “It is really important that we continue to increase the number of young people who come forward for vaccinations. We are already seeing the big difference the vaccine is making in our fight against the virus, but the next two weeks are absolutely crucial to ensure the restrictions are lifted. “

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