The campaign responded to an emerging health risk, requiring rapid mobilisation to drive a lift in MMR vaccination rates among Auckland’s Tongan community.
Our challenge: cut through apathy with culturally grounded, high-impact content that turns community pride and peer influence into real vaccination action.
FLEX UR SHOT, a youth-focused social and radio campaign, redefined vaccination as something to flaunt, be proud of, and celebrate getting an MMR vaccination, transforming an unseen moment into a shareable, altruistic act.
The campaign formed part of a wider response spanning bus backs, radio, social media, SMS, phone outreach, and clinic activity. Outputs included TikTok videos, reels, stills, stories, and campaign graphics. Individual TikTok videos received between 9,000 and 50,300 views; the top performer achieved 3,755 reactions and 245 saves.
The wider clinic-based response included 8,776 SMS messages and 798 targeted calls, showing strong integration between creative content and operational outreach.
