McConachie Pharmacy | Creative Flu Vaccination Campaign
McConachie is a community pharmacy in Canada, providing access to professional pharmacists for consultations, immediate health advice, and travel-related vaccinations and medications.
We collaborated with McConachie Pharmacy to develop a creative social media campaign encouraging families to get vaccinated against the flu.
Brief
One of McConachie Pharmacy’s core services is its annual flu vaccination service, offering quick and convenient flu shots administered by trusted pharmacists.
The pharmacy wanted to promote this service during flu season through a social media campaign that would raise awareness and encourage families to visit the pharmacy for vaccination.
Solution
How could we make a familiar flu vaccination message stand out?
We started by thinking about someone who always goes the extra mile to protect her family: Mom!
Every mom has her own way of protecting her family during flu season. Some might go a little over the top, but it’s always out of love!
We turned these relatable parenting habits into a creative campaign that speaks directly to mothers.
Our Strategy
We focused on making mothers see themselves in the campaign…
So, we developed 4 relatable mom personas, exploring their different parenting behaviours and turning them into creative scenarios.
Through humorous storytelling and familiar family moments, we aimed to grab attention without making fun of mothers or their protective instincts.
We just wanted them to smile, see themselves in the campaign, and consider flu vaccination as a way to help protect their families.
Key Tactics
1. Creative Concept & Copywriting
We developed the “Some Moms Fight Flu Season” concept, using short, catchy headlines and creative visuals to show different parenting behaviours in a humorous way.
Each poster tells a different story while keeping the creative direction, messaging, and visual style consistent across the campaign.
2. Clear Call to Action
We ended the campaign with one clear message that connects all the stories:
“Whatever type of mom you are, get your family vaccinated against the flu at McConachie Pharmacy.”
The final poster focuses on the client’s business goal: encouraging families to visit McConachie Pharmacy for their flu vaccination.
