-The “4Ps” of social marketing in the “Let’s Get Vaccinated Together “ campaign”.
| “4P” strategy | Definition and methods |
|---|---|
| “1P” | “Product”: Getting COVID-19 vaccine could reduce the risk of disease for yourself and your family. |
| “2P” | “Price”: The Government provided free vaccines and vaccination agency provided home facilitation of vaccination without regard to financial and time costs. |
| “3P” | “Place”: Convenient vaccination sites were set up in the gymnasium on campus. And the convenient appointment was flexible and multi-option for the target population. |
| “4P” | “Promotion”: Titled “ Let’s Get Vaccinated Together “ to increase awareness, and the campaign name was shown by designing as a banner, display board, logo and other eye-catching images. The content of health communication and its spreading method should take the characteristics and needs of the targeted population into account. Multi-media health communication was carried out and official public WeChat account and government press releases were used to enhance the credibility of the campaign. |