Case Studies
Canadian Public Health Association
Client:
The Canadian Coalition for Influenza Immunization (CCII)
Challenge:
Develop and implement a communications plan to promote the annual
flu shots, not only for members of the general population but for
those whose individual health circumstances or occupations put them
at an elevated risk
Project:
- Developed and presented an English and French creative strategy that
recommended 3 tactics: PSA, poster and media relations
- Wrote and produced a brand new radio public service announcement
for Canada-wide distribution
- Distributed the PSA to stations with a letter outlining the purpose
of the campaign and requesting the station's assistance in getting
the important message out to their listeners
- Posted an Mp3 version of the PSA for download on the CCII Web site
- Made follow up calls to stations in major centres to encourage pick-up
- Provided the stations with a fax-back form that assisted Delta
Media to determine the effectiveness of the PSA
- Created a four-colour poster incorporating the "reasons" that
people should get a flu shot
- Provided the poster to health units by enabling download from the
CCII Web site
- Inserted the poster into an issue of the Canadian Medical Association
Journal
- Targeted media relations to reach: accountants and financial services
professionals, teachers and day care workers, manual labourers,
seniors and health care workers involved specifically with seniors,
travellers, students and athletes
- Wrote compelling messages explaining how the flu is vaccine-preventable
- Pitched to the media the possible impact of influenza on the health
of those in high risk groups and the need to protect oneself
and those around you
Result:
- Of the 440 stations that received the PSA, more than 100 stations
confirmed their intent to air the 30 second announcement
which converted into a conservative 1,710 minimum airings
- The campaign poster was tremendously popular with the local health
units resulting in the highest number of posters ordered
in recent history
- The poster concept and text were adapted by the CCII and formatted
for use as a print public service announcement
- Community newspapers were receptive to publishing a flu shot story
and redirected the public to the CCII Web site for more information
about influenza
- Trade and occupation publications recognized the significance
of the workforce message and directed stories to both
the employer and employee
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