Think HQ creates an enchanting world for kids at Victoria’s Covid-19 vaccination hubs

A spoonful of sugar may help the medicine go down, but it is a roomful of enchantment created by Think HQ that is helping kids through their vaccination experience at Victoria’s state-run vaccination centres.

Purpose-driven integrated communications agency Think HQ developed the creative concept for a child-friendly and fun, immersive activation experience at 18 dedicated vaccination centres around Victoria to help alleviate anxiety, fear, worry and resistance for young children getting the COVID-19 vaccine.

Says Jade Hart, executive director, engagement and partnerships for the COVID-19 vaccination program: “We wanted children to feel as comfortable as possible by creating a vaccination experience just for them. Our challenge was to create a universal theming and activation program that not only helped children but supported our health service partners create a positive working environment.”

Think HQ partnered with the COVID-19 Response vaccination team to deliver their enchanted forest theme, incorporating lovable Australian animals and environments including the bush, beach, and rainforest.

Says Hart: “The ‘Enchanted Forest of Protection’ activation program brings the theme to life across eight key vaccination hubs. The characters and landmarks run across all materials including signs and wayfinding, with engaging activities for children before and after vaccination.”

On arrival, roving performers dressed as friendly park rangers and lovable Australian bush animals entertain families.

Once inside, children, parents and carers are immersed in the Enchanted Forest theme that extends to the vaccination booths, where children can select from curated music and storybook playlists, VR googles or hand-held toys as a welcome distraction.

When their vaccination is complete, children are given showbags, including activity and colouring books. Children and adults are provided with a eucalyptus leaf sticker to add their name on the “tree of vaccination” that grows with each new leaf added as a symbol of their individual participation.

The final stage of the activation saw Think HQ develop a quiet and calm observation area with visual content featuring sporting heroes including Olympians, tennis, AFL and AFLW players sending special video messages congratulating the children on their bravery. Keepers from Victoria Zoo and Scienceworks scientists share fun facts and stories. Storytime sees famous Australian authors share encouraging messages and read from their favourite books.

Says Jen Sharpe, founder and managing director, Think HQ: “Vaccination of this very young cohort required a very different approach to adults or teenagers. As a mum of two young girls myself, I know only too well.

“The feedback to this enchanting – and vitally important – activation has been incredible from families and those working at the vaccination centres. I’m so proud of my team for creating and bringing to life such a truly joyful experience that helps makes the process of getting the jab as stress-free and positive as possible for kids, their parents and caregivers, and frontline workers.”

“This program is an Australian-first,” says Ms Hart. “It is a new way of creating meaningful experiences for children while ensuring we meet clinical health and safety standards for children, families and health service staff.”

Social media activity sponsored by the Department’s COVID-19 Vaccine Ambassadors launched in the week leading up to the launch of the 5-11 vaccination program, which opened from 10 January 2022.

This program is part of the larger COVID-19 Vaccine Ambassador Amplification Program designed by the Department of Health’s COVID-19 Response team to support local health services, community organisations and local government agencies with community outreach to increase awareness and trust in Victoria’s COVID-19 vaccination program.

Client: COVID-19 Response, Department of Health
Client Lead: Crystal James
Client Executive Lead: Jade Hart and Melanie Chisholm
Client Executive Sponsor: Naomi Bromley

Agency: Think HQ
Founder/Managing Director: Jen Sharpe
Head of Creative: Andy Lima
Art Director: Camilo Suarez
Events & Activations Lead: Emma Keatch
Events & Activations Manager: Hayley Mitchell
Senior Account Director: Torey Fitton
Senior Digital Strategist: Josh Popow