Immunize Nevada – Flu Campaign

The Challenge

  • Each year, an estimated 20 percent of the U.S. population gets the flu, with more than 200,000 people finding themselves hospitalized, missing work and unable to recover quickly. The CDC estimates that flu kills between 3,000 and 49,000 people each year, including many young, perfectly healthy people.
  • The best form of protection against the flu, for everyone 6 months and older: an annual flu vaccine. Flu vaccines are already available in many local pharmacies and physician offices and can be administered through a shot or a nasal spray. Unfortunately, the state of Nevada continues to rank at the bottom of national rankings for flu vaccination uptake.

Tactics:

  • With a goal of increasing flu vaccine rates for the state of Nevada, we set out to remind Nevadans just how dirty of a world we live in and how easy it is for them to protect themselves.
  • Our target audience was all Nevadans, but we focused in on moms, seniors and employers.
  • We employed an integrated strategy that included paid media (tv, print, online smart targeting, Facebook, church bulletins), blogging, public relations and social media (#150Reasons, #2AgainstFlu, #VaxNVWeek) to remind people that the world is a sick place and the flu is a serious, potentially life-threatening illness. Immunize Nevada also asked school children throughout the state to say “Boo to the Flu” with timely, Halloween-themed bookmarks distributed through school districts, churches, daycare and other facilities.

Results

  • The campaign was intended to gross people out, and it did, garnering “emotional” feedback throughout social media channels — in blog comments and on Facebook.
  • The TV commercial was part of an integrated campaign that helped the State of Nevada administer more than 95 percent of doses for the year by mid-January 2015, according to Doug Banghart, Health Resource Analyst with the Nevada State Immunization Program. This is despite sizeable procedural and/or messaging obstacles that served to undermine public incentive to receive a flu vaccine.
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