DON'T PLAY WITH FLU for MEDIMMUNE

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DON'T PLAY WITH FLU

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Released October 2009

Credits & Description

Category: Healthcare and Services
Advertiser: MEDIMMUNE
Product/Service: FLUMIST
Director of Biologics Public Relations: Karen Lancaster (MedImmune)
Vice President: Paddi Hurley (Fleishman-Hillard)
Senior Vice President & Partner: Mary Curtin (Fleishman-Hillard)
Account Supervisor: Scott Speer (Fleishman-Hillard)
Assistant Account Executive: Amanda Hesse (Fleishman-Hillard)
Senior Vice President: Michael Murphy (Fleishman-Hillard)
Senior Account Executive: Jenny Miltner (Fleishman-Hillard)
Assistant Account Executive: Nadjawa McCoy (Fleishman-Hillard)
Senior Vice President & Senior Partner: Lisa Dimino (Fleishman-Hillard)
Senior Vice President: Maria Dottori (Fleishman-Hillard)
Managing Supervisor: Noelle Fankhauser (Fleishman-Hillard)
Managing Supervisor: Lisa Helfer (Fleishman-Hillard)
Account Supervisor: Katie Cuddihy (Fleishman-Hillard)
Executive Coordinator: Felichia Dunham (Fleishman-Hillard)
Consultant: Sheryl Lincoln (MedImmune)
Vice President, Public Affairs: Lori Weiman (MedImmune)
Director, Regulatory Affairs: Glenn Byrd (MedImmune)
Medical Editor: Leeann Bonaventura (MedImmune)
Media placement: NBC Broadcast - Today With Kathie Lee And Hoda - 20 August 2009
Media placement: The Weather Channel - Wake Up With Al - 20 August 2009
Media placement: Fox Radio - Fox Sports On MSN - 20 August 2009
Media placement: Online Magazine - Woman's Day - 25 August 2009
Media placement: Radio - Sirius Satellite - 21 August 2009

Summary of the Campaign
The Don’t Play with the Flu campaign was designed to encourage families to get the seasonal flu vaccine by October before expected H1N1 vaccine news, and to motivate parents to ask about vaccine options, including the nasal spray. We partnered with MedImmune (maker of the nasal spray flu vaccine FluMist) and with former World Cup Champions and 'soccer mom' role models, Mia Hamm and Brandi Chastain, along with the newly launched Women’s Professional Soccer league (WPS) and the American Youth Soccer Organisation (AYSO) to effectively deliver the message of late summer/early fall vaccination to our target audience: moms with active families. Critical to the campaign’s success was ensuring execution and message delivery occurred between August – October 2009. Through a strategic mix of national and local events, media relations and an integrated digital activation plan, the campaign met its objectives and delivered on its business goals: • Commercially available doses of FluMist were nearly sold out by mid-October. • 250,000 brochures distributed and 20,000+ families reached in WPS stadiums. • 25,000 Web site visits; 3,400 Facebook fans. • Successful national media launch event with multiple local media campaigns/events throughout the U.S. • 100% key message delivery and 87 million media impressions.

The Goal
Campaign goals were: 1) To earn exposure about the importance of seasonal vaccination by October before expected H1N1 vaccine news would dominate. 2) to encourage parents to ask about vaccine options, including the nasal spray. Don’t Play with the Flu was targeted to U.S. moms with active families and was developed based on commissioned research showing that 8 out 10 parents were aware of the importance of vaccination but only 4 out of 10 were moved to vaccinate their kids. Research also showed that youth soccer was the No.1 kids/family sport during the August – October early vaccination season.

Results
All results were achieved during key late August – October campaign timeframe. • By encouraging moms to seek a seasonal flu vaccination and encouraging them to ask about vaccine options, including the nasal spray, commercially available doses of FluMist were increased and 250,000 families received brochures/messages through the AYSO. • 20,000+ families reached directly through WPS in-stadium promotions, including brochures and campaign tissue packets. • 25,000 Web site visits. • 3,400 Facebook fans, 80% within the campaign’s target demographic (women 24 – 40), each generated a $1 dollar donation to Families Fighting Flu. • Numerous Twitter posts and re-Tweets throughout the campaign. • One-on-one meetings with seven Members of Congress (two U.S. Senators and five U.S. Representatives). • Successful national launch event with seven subsequent media outreach components in all WPS franchise cities. • 100% key message delivery and 87 million media impressions, including 2 national morning show appearances.

Execution
The Don’t Play with the Flu game plan was launched in late August in conjunction with the WPS Championship game (Los Angeles), the start of fall youth soccer, the back-to-school season, and the availability of seasonal flu vaccine. WPS stadiums across the country carried FluMist advertising boards and campaign videos on stadium video screens. A national media launch in New York City included live morning show appearances and a youth soccer clinic with 1999 World Cup Champs Chastain and Hamm. The campaign’s Web site and Facebook page went live as scheduled, a significant accomplishment in the highly regulated field of pharmaceutical/healthcare communications. The campaign was a platform to gain recognition for the importance of seasonal flu vaccination and served as an impetus to brief key U.S. legislators. Grassroots, local and online media relations efforts reached families from coast to coast with information, brochures, additional collateral and in-stadium promotions.

The Situation
As the lead family healthcare decision maker, mother’s can help protect their families from the seasonal flu by getting them an annual vaccination. Public health recommendations state that an annual vaccine is the single best way to protect adults and kids and to help ensure that seasonal influenza does not interfere with family life. Still, vaccination rates remain low. MedImmune, maker of the nasal spray flu vaccine FluMist, set out with a focused game plan to reach moms and active families with the messages and call to action 'Don’t Play with the Flu'. and “Vaccinate Don’t Wait!”

The Strategy
Recognising that moms are the family’s main healthcare decision makers and that moms with active kids want to protect their valued family time, MedImmune and FH partnered with former World Cup Champions and ‘soccer mom’ role models, Mia Hamm and Brandi Chastain, along with the newly launched Women’s Professional Soccer league (WPS) and the American Youth Soccer Organisation (AYSO), groups that could effectively deliver the message of late summer/early fall vaccination to our target audience. Knowing that moms are digitally active, we planned an interactive and continually refreshed digital campaign. We decided to amplify the effectiveness of national media relations through local media across the U.S. in cities with WPS franchises. Critical to the campaign’s success was ensuring execution began in August – the beginning of seasonal flu vaccine availability—and concluded by October 2009, when it was expected that novel H1N1 vaccinations would begin and drown-out recommendations about seasonal influenza.