Not every mom thinks it’s necessary for her children to receive the flu shot. This is partly due to the fact that most people refer to just about every illness they catch as “the flu” and in most cases it only takes a few days to recover.
The flu is actually one virus and one virus only: influenza. It’s a serious illness that can lead to numerous complications and takes the lives of 100 New Brunswickers every year. By confusing influenza with lesser illnesses, parents have inadvertently trivialized the effects of influenza and therefore the importance of the flu shot. Our task was to change public apathy towards the flu shot into genuine interest.
The Solution
Working within the New Brunswick brand guidelines, our solution was to use a multi-pronged advertising campaign using TV, Print and Interactive, to educate parents on two important facts: that influenza hospitalizes children more than any other age group, and that the flu shot can prevent 90% of those cases. By graphically illustrating the dangers of influenza, our campaign connected with parents on an emotional level and fulfilled on the insight that every parent wants to protect their child.
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