Marketing communication of prevention measures during the pandemic in Croatia

Abstract

The COVID-19 pandemic has opened up a debate on official healthcommunication and thus set a new norm in the healthcare marketing. Inthe focus of the analysis of this paper is marketing communication of theCroatian COVID-19 vaccine campaign Misli na druge – cijepi se! (Thinkof others – get vaccinated!) with the main research questions: how thepublic institutions in Croatia communicated the COVID-19 challengesand educated the public about vaccination as one of the preventionstrategies; whether campaigns as official health communication haveadopted the principles of creativity and how they used visual elementsin the campaign. Findings show that the campaign adopted theprinciples of creativity as it used the antithesis in a campaign message,logo and testimonials, however, the campaign failed to reach the targetvaccination numbers.