Fluvax 'Trap' Magazine DPS and Pharmacy Pack

Winners: Rx Award of Excellence

The mnemonic device of the highly-polished, 3d rendered trap image bridged the gap between the healthcare professional messaging and consumer messaging. Communications to doctors and pharmacists read 'Influenza - Ignore it at your peril' and were accompanied by the trap image – actively promoting the Fluvax brand name, while communications to consumers read 'Take steps to avoid the flu' with the trap image used as the memorable branding device.

A double page spread was the perfect placement for the Fluvax 'trap' ad with the fold of the magazine highlighting the trap mechanism. The ad reminded doctors and pharmacists of the impending influenza or 'flu' season and that Fluvax was now available, meaning they could now recommend vaccination for their at-risk patients.

The ad also explained that CSL had a comprehensive sales pack that was designed to help with conversations to patients about influenza. The pack included a polypropylene folder with the die-cut teeth of a trap on the flap, A2 and A3 clinic and pharmacy posters that warned of the perils of influenza, A3 posters for businesses to announce a vaccination day for staff members, heavy duty trap-shaped stickers for pharmacy floors and DL 4 page information brochures for patients.