22853 H1N1 Shortage - a Preemptive Outreach Co-Branding Strategy

Thursday, April 22, 2010: 9:35 AM
Regency Ballroom VI
Steve Flores, Crisis, Communication , Special Projects Manager, Kern County Public Health

Background: General public fear over the pending H1N1 flu pandemic, combined with vaccine delivery delays and shortages, created an “action” void for Kern County residents. Located in the Central San Joaquin Valley, the Kern County Public Health Department designed a “Flu Fighters" co-branding campaign as a preemptive strike to help prevent catching the flu.

Setting: Prevention thru adhering to the three “C’s” was the central theme of the “Flu Fighters” Campaign. “Cover, Clean and Confine” was the prevention mantra which resonated in all media settings, schools, billboards, bus transportation, businesses, medical facilities and other collaborative.

Population: The target audience for this campaign spanned the 8,200 square miles of the urban and rural areas of Kern County and its diverse population of approximately 832,000.

Project Description: The “Flu Fighters” prevention campaign incorporated a unique co-branding alliance with hospitals, schools, private businesses, community collaborative, medical groups, faith based organizations and other government entities. “Branding partners” were provided Flu Fighter materials with their company’s/agency logo along side the Kern County Public Health logo. The “Flu Fighters” campaign included an audio logo with the “Flu Fighters” theme. “Flu Fighter” characters were incorporated on billboards, car magnets, pole banners, bus posters, mini-hand sanitizers, newspaper advertisements, bus poster, television commercials and all related promotional items.

Results/Lessons Learned: The “Flu Fighter” co-branding campaign created a communication synergy within companies and agencies who understood the need to quickly educate the public on flu prevention. Co-branding examples included Subway Sandwiches who inserted special “Flu Fighter” prevention cards in all bags at point of sale. Burger King agreed to “Flu Fighter” tray mats and inserting “Flu Fighter” prevention cards at point of sale. Schools agreed to place “Flu Fighter” posters on all their campuses. All posters displayed at the schools had their school logo with the Public Health logo.