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The Value in Vaccination: Adult Vaccine Alliance

Assignment

Vaccines are among the most powerful public health tools in Canada — preventing illness, lowering health care costs and helping to keep our economy strong and productive.

However, despite their clear value, too many adult vaccines are still inaccessible or unaffordable to too many Canadians.

To respond to this growing  unmet need, Santis proudly forged the Adult Vaccine Alliance (AVA) – a dynamic, member-driven collaborative designed to champion adult vaccination.

What Santis Did

Santis convened frontline health providers, academics, pharmacy leaders, and public health experts to form AVA’s membership. Our team then established a clear organizational mandate and advocacy strategy.

AVA’s 2023 launch included a national campaign to build its brand, and several follow-up campaigns which all engaged key audiences through paid advertising, social media, and earned media.

In late 2024, Santis worked with IQVIA to  profile “The Unmet Value of Vaccines in Canada,” a study demonstrating the population health and economic benefits of improving access to recommended adult vaccines.

Outcomes

AVA’s initial launch garnered widespread national reach, with 49.1M impressions in media coverage including mainstream outlets across Canada, and membership interest across Canada’s health system.

During National Immunization Awareness Week in 2024 and 2025, AVA launched a series of op-ed style editorials in the Toronto Star, each discussing the need for a better funded adult vaccine program in Canada, and ran a series of out-of-home transit shelter ads, digital ad placements across Canada to raise awareness.

The campaign proved to be successful, drawing millions of impressions to the important work of the Alliance.

The impact and reach of the campaign exceeded expectations, amounting to:

  • 15M+ Impressions across all platforms
  • 45% Email click-through rate
  • A 78.5% increase in Web traffic

Following NIAW, the Adult Vaccine Alliance launched a groundbreaking study demonstrating the essential role of adult vaccinations in supporting Canada’s health care system and economic stability. The Unmet Value of Vaccines study identified over $2.5 billion in savings for Canada’s economy, garnering  coverage in the Globe and Mail, with a front page of the business section with over 22.7 million impressions. A landing page has also been created on AVA’s website to showcase results and act as an advocacy platform for upcoming campaigns.