Toaster Singapore and Google Search use verified information to review the Covid-19 vaccine
In Indonesia, Google Search data showed misinformation spreading around the Covid-19 vaccine making people vaccine-hesitant. Google realised that just access to verified information wasn’t enough to move the needle. Google enlisted the help of Toaster Singapore to create this solution.
When in doubt, people often rely on Google Search peer reviews before making a decision and we thought of using this behaviour to convince Indonesians to take the vaccine. As Google Search data revealed trending fears, we mapped them against credible first hand stories of users who took the vaccine, to create the first-ever reviews of the Covid-19 vaccine. These frank but compelling reviews from mothers, seniors, caregivers, breadwinners and more were delivered contextually across audiences so their message was relatable to the right people and it moved Indonesians to get vaccinated in large numbers.
Credits
Agency: Toaster Singapore
Account Director: Chi Nguyen
Associate CD / Copywriter: Manisha Sharma
Copywriter: Tala Pamungkas
Creative Director/ art director: Meyvi Wedelia
Designer: Vincent Tanara
Executive Creative Director: Vinod Savio
Motion Graphics Designer: Mujib Jamin
Strategic Planner: Udara Withana
