The willingness to vaccinate decreases significantly. Young people in particular do without the necessary “stitch”. This is exactly what the City of Vienna now wants to achieve with a tailor-made campaign. Influencers become “vaccination fluencers”.
VIENNA. The city of Vienna is now relying on TikTok and Instagram stars in a vaccination campaign. The main aim of the is to make adolescents more willing to vaccinate.
Are you vaccinated against corona?
“We pick up young people right where they are – on social media, and especially on TikTok and Instagram. Because we know that we still have potential in terms of vaccination coverage among 12-25 year olds that succeeds with influencers and their positive influence on young people, that is wonderful, “said City Councilor for Health Peter Hacker (SPÖ).
Furthermore, he sees an almost perfect combination in this: “We have the vaccination doses and influencers advertise it – and they prepare our content in a target-group-oriented manner – that is a win-win situation for everyone.”
Vaccination fluencers are committed
“If I get just one person to be vaccinated, I will have achieved my goal,” says TikToker Dävid Schindler, testimonial of the vaccination campaign. “Personally, I think it is important to protect yourself and thus others with the vaccination. Young people often get information on social media platforms and I think it is important to help educate them.”
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Alexandra Coveos, also part of the campaign, justifies her commitment: “I decided to take part in this campaign because I think that it is important to stick together in difficult times and to show solidarity with those people who do not get such an infection so easily put away. “
Above all, the return to normalcy is important to her. “Because I have missed real life and want it to be the way it used to be. Because I am happy to finally be able to meet my friends and family again with a clear conscience. Because I am happy that the vaccination has given us that Made travel possible again. ”
The campaign in detail
A total of five Viennese influencers advertise the vaccination offers on their Instagram and TikTok channels. They take a look behind the scenes, try to clarify open questions from their communities and motivate their followers to vaccinate. The various micro-campaigns are aimed at young people under the age of 16.
When selecting influencers, according to the city, care is taken to ensure that they represent as broad a mix of topics as possible: for example lifestyle, entertainment or social engagement.
The City of Vienna has years of experience in influencer marketing. During the corona pandemic, for example, different influencers were regularly used to address issues such as mental health and corona protective measures and to advertise corresponding city offers, such as the corona worry hotline.
On the subject:
Already more than 6,000 active corona cases in Vienna
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