Campaign: Flu Vaccination: Choose Your Administration
PR team: Fleishman-Hillard
Launch: August 25
Objective: The goal of MedImmune's “Flu Vaccination: Choose Your Administration” campaign is to raise awareness about flu vaccinations and the options that healthcare consumers have. By tapping into the energy and interest of the presidential election, the campaign hopes to encourage Americans to be proactive about flu vaccinations and increase the dialogue between consumers and physicians, said Mary Curtin, SVP and partner, healthcare, for Fleishman-Hillard. “It's a true public health, unbranded campaign,” she added.
Idea: The campaign will kick off August 25, the first day of the Democratic National Convention in Denver. MedImmune, maker of FluMist, a nasal spray flu vaccine, plans to have a presence at the convention, as well as at the Republican National Convention in Minneapolis-St. Paul, MN, in September. The company will provide buttons with the campaign tagline and a link to the campaign Web site. “It's an educational, upbeat, proactive [effort],” said Curtin, noting that many flu campaigns focus on the repercussions and can be negative in tone.
Tools: Along with attendance at both conventions, the campaign is launching a Web site, fluvote.com, that will include the results of a MedImmune/Harris Interactive survey about flu vaccination perceptions, a viral button to send to friends and family, and links to flu vaccination resources, said Karen Lancaster, associate director of PR at MedImmune.
Measurement: It will measure the number of distributed campaign buttons, Web site traffic, and results from a second survey, slated to take place before 2009, to find out if flu vaccination perceptions have shifted.