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The campaign for the Covid vaccination, with a very persuasive first place, therefore interesting to analyze. the slogan of the campaign is “Italy is reborn with a flower”. The flower in question, symbol of the field, is there. primula.
The architect explains why Stefano boeri who came up with: “This idea of a primrose to help us out of a dark winter is the message we want to give. The flower is the sign of the beginning of spring, a symbol of serenity and Renaissance“The 1,500 gazebos where the vaccines will be administered will be shaped like this flower.” The squares will then visually bloom with a flower, “Boeri explained.
The primrose will therefore be the symbol that will accompany the entire vaccination campaign. We haven’t talked about that, but I think it would be a good idea to do use this flower to those who join the campaign, or to those who will receive the vaccine.
Inviting campaign supporters to use a visible object is a technique that is also often used by foundations that launch initiatives in support of scientific investigation against certain diseases. Those who join the campaign through a donation -generally made in the gazebos of the square as will happen with vaccines- wear a colored ribbon. due persuasive level.
The first is there social proof– Seeing that others have joined the campaign further encourages us to do the same. The second is the word of mouth: Those who see your ribbon (for example pink) may ask you, out of curiosity, what it represents. This way, the person who married the campaign will get easy help talking to the other about the battle they are fighting.
Using a primrose, in the case of the vaccine, would also trigger a third lever that is thinner and at the same time more effective in convincing many to get vaccinated. If in a public place almost everyone uses primrose, thus declaring that they have been vaccinated, those who do not use it will be frowned upon and isolated. This shame it could lead many undecided to choose to be vaccinated.
We come to the government ad, which contains several shocking messages, some surprising. The video begins by talking about the discomfort that the Italians experienced during the confinement. Accompanied by sad music, images of empty streets flow and that of a sad child in the window, with the rainbow sign (symbol of the motto “Everything will be fine”).
These first seconds reverse the narrative of the Government that public figures and then most Italians married during the quarantine, where exorcised the sadness with happy songs from the balconies, games, recipes and direct social networks from the VIPs. All smiling.
Today you no longer need to try to smile. Today, to persuade the majority of Italians to get vaccinated, it is more effective to partner pain to the months spent at home. If during the confinement we heroically fight (according to the common narrative) against “an invisible enemy” simply by staying at home, now the enemy against whom we fight is no longer the virus, but the confinement itself and the nightmare of his return.
We used to associate pain with the death of Covid, so we protected our health by staying home. Now, by associating the pain with the time we were locked up, we will get the vaccine to never return. Change the perceived problem to solve, the solution to adopt changes.
The narrator of the commercial then speaks of the primrose, whose rebirth in spring will also be ours. The music changes, it gets sad motivational. A man takes off his mask as a gesture of liberation and once again the old government narrative is overturned. Wearing the mask is now recognized as a burden. Another lever, that of intolerance to the mask, which could push us to get vaccinated.
Immediately after this familiar element of the mask, we see the novelty: a syringe that glides smoothly on a person’s shoulder. Under the images of the vaccine, the voice tells us that “the time has come to abandon uncertainty.” The spot continues with the images of springs, or gazebos, that bloom in Italian squares, saying: “And open our colors to the sunlight, which will see us again together, like springs that have defied the frost”.
Without reference to greeting, but only in the Emotional state of each one of us. Persuasion is much more effective than obligation. And persuasion works when it touches emotions, not rationality. The music reaches its peak when we see Italy from space flourish from north to south The commercial closes with the slogan “Italy is reborn with a flower”.
A minute full of messages and full of emotion. Seeing the start of this campaign, I am confident that vaccination will become a mass movementThe vast majority of Italians participated, as was the case with the “I stay at home” campaign.
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