Kentucky Medical Association

Project Description

Client: Kentucky Medical Association

THE ISSUE:
In 2017, the flu virus killed more than 250 Kentuckians. That same year, less than half of U.S adults received flu vaccinations. In response to this deadly epidemic, The Kentucky Medical Association (KMA) set out to create a public health campaign encouraging all able-bodied Kentuckians to get their flu shot. The goal of the campaign would be three-fold: address misinformation around the flu, promote flu vaccinations, and increase prevention efforts. RunSwitch was tasked with developing the messaging and campaign strategy to achieve those goals.

OUR STRATEGY:
RunSwitch helped develop the campaign’s theme—Focus on Flu—and messaging along with three calls-to-action: Get Your Shot, Consult Your Doc, and Stop the Spread. We then spread the message across social media with mythbuster videos featuring physicians debunking common flu myths and earned media with a full-scale campaign, coordinating in-person interviews with physicians on news shows, a launch rally in Frankfort and a statewide op-ed. We also encouraged county health departments and social media users to post flu shot selfies with the hashtag #GotMyShot using KMA-branded bandaids.

RESULTS:
Focus on Flu messaging echoed in media outlets, health departments, and physicians’ offices across the commonwealth. A joint op-ed by physician experts from the KMA, Foundation for a Healthy KY, and Kentucky Foundation for Medical Care was placed in nearly a dozen outlets across the state. Our integrated digital, media and ad campaign resulted in a consistent drumbeat of flu prevention messaging in key markets while our radio ads reached thousands of Kentuckians in the Owensboro, Bowling Green, Danville, Glasgow, Maysville and Somerset/London areas. Lastly, the flu shot selfies, mythbuster videos and Focus on Flu branded content generated significant social media buzz across multiple platforms. One thing is for certain, Kentuckians from Paducah to Pikeville were educated on the importance on the need to Focus on Flu!

Project Details

Tags: Public Relations, Social Media

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