Singing along at the top of your lungs with Britney, 2Pac, or Oasis? Then it’s time to check your measles vaccination.

Last year, we witnessed measles outbreaks both in our country and across Europe. To prevent this from happening again, the Department of Health of the Flemish Government asked OVAL (formerly "The Oval Office") to create an impactful awareness campaign.

A specific target group

Flemish people aged between 30 and 40 often didn’t receive a measles vaccination as children. Vaccination was only introduced in Flanders in 1985. Many people don’t remember whether they were vaccinated or if they had measles as children, which would make them immune.

The campaign launched by OVAL today encourages this group to consult their general practitioner and, in case of doubt, get vaccinated to be sure. Measles is highly contagious and will continue to resurface as long as there are enough unprotected individuals.

Music as a unifying factor

Research shows that for this age group – and during the social moments they share – music often serves as a connecting factor. This campaign taps into that, while adding a touch of nostalgia. At its core are the hits from the youth of people in their 30s and 40s, transporting them back to the 90s and 2000s.

Steven Van Gucht curates a Spotify playlist

Renowned virologist Steven Van Gucht was invited to create a playlist of the “catchiest hits.” The message is clear: singing along to these tracks? Then it’s time to check your measles vaccination.

The campaign will roll out both online and offline, with posters, postcards, and a campaign video.

Credits