We worked with Boots on a flu vaccination campaign targeting pregnant women.

With 56% of pregnant women not claiming their free NHS flu vaccinations despite the NHS strongly recommending it, we created a campaign to reassure pregnant women of the benefits.

So we enlisted junior doctor, mum-to-be and wife of Peter Andre, Emily MacDonagh to team up with pregnant Boots pharmacists to spearhead the campaign.  She was able to bring credible insights to the discussion by being both a junior doctor herself and pregnant with the couple’s second child.

We co-ordinated a host of media activities including interviews and in-store photo shoots with Emily plus a film of Peter and Emily encouraging mums to have the vaccination for use across social channels.

Coverage appeared across national, consumer lifestyle, online with regional media contributing to an up to 73% increase in uptake in the vaccination service.

Rebecca Fergusson



Rebecca specialises in consumer and ethical health PR. She navigates a highly regulated communications environment to deliver award-winning campaigns that have a tangible business impact, get people talking and change behaviour for a diverse range of consumer brand, pharmaceutical and public sector clients.