South East London Campaign
Raising Vaccine Confidence in South East London
A multi‑channel campaign encouraging vaccination uptake within the African Diaspora, delivered through authentic storytelling, community voices, and impactful creative across digital, radio, and outdoor platforms.
Overview
During the height of the pandemic, vaccine hesitancy posed a major challenge. This campaign was designed to raise awareness, build trust, and encourage vaccination uptake among the African Diaspora across six South East London boroughs: Southwark, Lambeth, Lewisham, Greenwich, Bexley, and Bromley.
The initiative focused on addressing myths, creating positive anticipation, and empowering younger audiences to influence peers and family members
Strategy
A carefully balanced media mix ensured visibility across multiple touchpoints:
Out‑of‑home formats and local print titles
Spotify placements and a bespoke partnership with Colourful Radio
Social, display, and PPC targeting
A tailored video advert and supporting static/motion assets for social media
The radio partnership combined ad spots, DJ live readouts, and interviews with NHS health experts, while outdoor and digital ensured strong reach and reinforcement.
I led the videography and creative execution of the campaign’s central advert, documenting Marie’s personal journey to vaccination. My responsibilities included:
Directing, shooting, editing, and colour grading the film
Storyboarding and developing motion graphics for social media adaptations
Producing static and motion assets for social, Spotify, Colourful Radio, and outdoor screens
Ensuring consistency across formats while tailoring content to each platform
This project was produced under strict COVID‑19 restrictions. Working alone on set, I directed and filmed while maintaining distance, wearing a mask throughout, and using my own equipment. Despite the challenges and personal anxieties of not yet being vaccinated myself, I delivered a high‑quality campaign that carried an important public health message to communities across South East London.
My Role
Display Ads
The campaign successfully increased vaccine uptake and helped overcome hesitancy within the community. It achieved strong visibility across six boroughs, high engagement across digital platforms, and significant traffic to the NHS Vaccine Facts platform, with audiences responding positively to the use of real community voices.
Results
