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Santé et Bien être

Inform, reassure, recruit: a multichannel strategy serving public health

Challenge

Objectives

Solutions

Communicating in times of crisis on a subject as sensitive as vaccination, within extremely tight deadlines and under maximum media pressure. The challenge was to provide clear information, reassure with educational content, and rapidly mobilize thousands of volunteers across France.

Quickly reach the target of 25,000 volunteers for the clinical trials

Build public trust around a highly technical and sensitive topic

Provide volunteers and scientific partners with reliable, accessible, and regularly updated tools

Oxygen implemented a comprehensive, integrated strategy leveraging all its expertise: website development, educational content, newsletters, influencer strategy, social media management, and a large-scale media plan.

Plan

  • Creation of a reliable and engaging information ecosystem

    • Development of covireivac.fr: a central platform for information and registration, designed to be clear, educational, and reassuring

    • Visual identity: logo, graphic guidelines, and editorial elements to convey both credibility and accessibility

    • Educational content: infographics, tutorials, and practical guides to explain the challenges of clinical trials and the role of volunteers

  • Press and influencer activation

    • Organization of a virtual press conference to officially launch the campaign

    • Distribution of press releases and targeted follow-ups to engage national and regional media

    • Deployment of an influencer strategy targeting health professionals, institutions, and science communicators

  • Staying connected with volunteers

    • Implementation of regular newsletters and news flashes for registered participants

    • Creation of tutorials to help volunteers update their online profiles

    • Dedicated communication with Clinical Investigation Centers (CICs) to keep them informed of upcoming steps

A national mobilization and a campaign praised by the media

  • 25 000 recruited volunteers
  • 40 000 registered at the beginning of December 2020
  • 400 press coverage
  • 100 interview requests

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