The Challenge - When the South Dakota Department of Health selected us to implement a statewide campaign encouraging South Dakotans to get their flu shots, we jumped at the chance to flex our creative muscles for a fantastic cause. To add to the challenge, the SD DOH wanted to supplement traditional media with social media to speak to a younger demographic. Challenge accepted.
The Solution - To garner a broader understanding of what people's views about the flu and flu shots, we conducted online focus groups with nurses, young patients, and the elderly. From there, the theme "Stopping The Flu Starts With You" was born.
Educating South Dakotans of the importance they play as individuals in stopping the spread of flu by getting their vaccinations was the focal point of the entire campaign. Television, radio, outdoor, and newspaper advertising was employed to target a broad audience. In addition, a strong online presence across the state's most popular news sites as well as social media channels delivered valuable insights and exposure.
Facebook: We connected to a younger demographic and garnered over 2,000 fans over the course of this campaign.
Twitter: This network helped us to stay in contact with local businesses and hospitals regarding updates on Influenza.
Youtube: Public service announcements and other relevant videos reached out to highly engaged young people.
The Results - In the four years we've worked on this campaign, the number of vaccinations has increased every year:
2007 = 73,350
2008 = 91,000
2009 = 95,000
2010 = #1 in the nation
2011 = #1 in the nation