This Little Piggy… H1N1 Awareness Campaign

transcript

This Little Piggy…H1N1 Awareness Campaign

Presented by Kari Robinson, Lisa Wilke & Amanda Betts

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Problem:

• Since June 2009, more than 70 countries have reported cases of the H1N1 infection

• The 2009 H1N1 flu is expected to dramatically increase the amount of sickness and flu fatalities– This increase will lead to a lack of vaccines &

more hospital visits

www.ThisLittlePiggy.com

Creative Journey to our Little Piggy

•Started with a want to emphasize everyday body movements and objects to showcase CDC’s preventative measures such as:

•Cover your sneezes and coughs•Wash your hands•Get plenty of rest•Stay hydrated

•Our result was attempting to spell out the key words within the coordinating shapes

But…

• We weren’t liking – The lack of brand uniformity– Inconsistency in color and typography– And we felt it wouldn’t be memorable

• So we reverted back to research

Research

• The CDC and World Health Org. (WHO) address concerns and push for preventative measures outside of vaccines

• Drawn from an informal survey, individuals recall childhood nursery rhymes

• Several campaigns already use childhood familiarities like Sesame Street to demonstrate prevention

Our Marketing Objective

• By creating a play on a classic nursery rhyme, we will capture specific target audiences – Children– Parents or caretakers of children– Expecting parents

• This will increase prevention awareness and turn the preventative measures into habits.

This Little Piggy re-born

• The campaign will address the CDC preventative measures for individuals in a more memorable way

• Unlike Sesame Street, the This Little Piggy rhyme has been around since 1760– It is part of our English culture

Print Campaign•Tactics – Use the nursery rhyme to address preventative measures: • This little piggy washed

its hands• This little piggy covered

its sneezes• This little piggy got

enough rest• This little piggy took its

vitamin C • This little piggy drank

plenty of water• And this little piggy

stayed healthy all the way through flu season

Guerilla Campaign• Continue the nursery rhyme theme• Each of these incorporate a tongue-in-cheek tone• Uses:

– Bumper stickers– Billboards– Stationary, online banner

• This guerilla initiative entices the reader• Peaks interest for people to go to the Web site for more information on preventative measures

• The Flash advertisement will be used online on various Web sites– As seen here:

Further develop the big idea

• Using the play on words, readers will be encouraged to look for the next piggy’s message

• More interest creates more awareness• The nursery rhyme has shown its capability of

being historically remembered and will continue to do so

Media & Inclusions

• Media-Web site advertisement, print ads for magazines and newspapers, guerilla advertising.

• Inclusions- This Little Piggy Web site link for more information on the campaign– This site will also include links to the CDC and other

sources of helpful information

This Little Piggy Campaign is…

• Consistent• Memorable• Catchy• Simple and to the point

Summary & Call to action• Memorable, playful campaigns leave a lasting impression• To prevent a global infection, spreading awareness is the best

medicine• Adapting the ‘This Little Piggy’ campaign will create:

• H1N1 Awareness• Habit forming preventative measures• Fun for all ages

Questions?

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Work Cited

• CDC Information: http://www.cdc.gov/• Nursery Rhyme Information:

http://www.rhymes.org.uk/• Additional Information:– www.adcouncil.org– www.flu.gov– http://www.who.int/en/

This Little Piggy… H1N1 Awareness Campaign

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