Marketing communication of prevention measures during the pandemic in Croatia

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