Google x National Institute of Health (NIH)

MIAMI AD SCHOOL @ PORTFOLIO CENTER - 2018

The Ask.

Increase nationwide vaccination levels by demystifying false information surrounding vaccines.

The Background.

Recently, an outbreak of the measles hit North New York and affected 68 individuals. News headlines are increasingly reporting similar stories. Dangerous infections, like measles, once declared eradicated in the United States, are making a comeback. An emerging group of people, self-declared anti-vaxxers, are creating a community to spread their anti-vaccine sentiments.

In general, five thought-camps comprise the anti-vaccine movement:

πŸ‘¨πŸ» – Autism is caused by vaccines

πŸ‘©πŸΎ – Modern medicine kills people and is causing all our problems

πŸ‘¨πŸΌ – The ingredients in vaccines are not safe

πŸ‘©πŸ» – Vaccines are solely for profit

πŸ‘¨πŸ½ – Now that dangerous infections have been eradicated we don’t need vaccines anymore

Creating a campaign about the positive effects of vaccinations and their purpose can help combat the rumors above. 

The Target.

πŸ‘©‍πŸ‘©‍πŸ‘¦πŸ€°πŸ‘¨‍πŸ‘¨‍πŸ‘§πŸ€±πŸ‘ͺ  First-time Parents

They are incredibly proud and excited; they can't wait to meet their child. At the same time, they're feeling stressed, confused, and worried. Will they be good parents? Are they going to negatively impact their child?...for the rest of their life? It's an extremely vulnerable time. 

As a result, first-time parents are voracious researchers. They buy books, pick up every pamphlet, and ask millions of questions. Google becomes their best friend all in hopes of getting parenting "right." However, much of the correct information regarding vaccinations is dense, scientific, and overwhelming.

The Insight.

There is a rabbit hole of antivaccine material and messaging constantly welcoming in first-time parents. This maze of misinformation lives both online and on social media.

The Strategy.

Help parents feel secure and confident in the positive effects of vaccinations.

Information and messaging should be easy-to-understand, useful, and extremely simplistic.

The Creative.

Stop the Spread

Stop the spread of both dangerous infections and misinformed views among new parents. The campaigns executions reach first-time parents on digital platforms they already use.

(Hover for more information on creative & channel strategy)

ROLE: Strategist

 

CREATIVE TEAM:

Shelby Guerrero - CW

Mark Hyde - AD

Alex Sozma - AD

Alex Vazquez - AD