this little piggy… h1n1 awareness campaign
DESCRIPTION
This Little Piggy… H1N1 Awareness Campaign. This Little Piggy washed its hands * This little piggy covered its sneezes * This little piggy…. Presented by Kari Robinson, Lisa Wilke & Amanda Betts. Problem:. Since June 2009, more than 70 countries have reported cases of the H1N1 infection - PowerPoint PPT PresentationTRANSCRIPT
This Little Piggy…H1N1 Awareness Campaign
Presented by Kari Robinson, Lisa Wilke & Amanda Betts
This
Litt
le P
iggy
was
hed
its h
ands
* T
his
little
pig
gy c
over
ed it
s sne
ezes
* T
his l
ittle
pig
gy…
.
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
www.ThisLittlePiggy.com
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
www.ThisLittlePiggy.com
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
www.ThisLittlePiggy.com
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.
www.ThisLittlePiggy.com
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
www.ThisLittlePiggy.com
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
Flash
• The Flash advertisement will be used online on various Web sites– As seen here:
www.ThisLittlePiggy.com
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
www.ThisLittlePiggy.com
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
www.ThisLittlePiggy.com
This Little Piggy Campaign is…
• Consistent• Memorable• Catchy• Simple and to the point
www.ThisLittlePiggy.com
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
www.ThisLittlePiggy.com
www.ThisLittlePiggy.com
Questions?
This
Litt
le P
iggy
was
hed
its h
ands
* T
his
little
pig
gy c
over
ed it
s sne
ezes
* T
his l
ittle
pig
gy…
.
www.ThisLittlePiggy.com
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/
