It’s a seasonal healthcare campaign from November 2012 to January 2013 to encourage early reception of vaccination of streptococcus pneumonia to avoid pneumonia during autumn/ winter. In order to build up media’s and public’s awareness and attention, we leverage celebrity attractiveness and NGOs endorsement to maximise the result.
Planning & Execution
1. Suggest a celebrity as ambassador, and invite his whole family to endorse the campaign concept.
2. Kick off media conference, announce co-up with tier one medical association and well-known NGO.
There will be another media conference in January 2013, will co-up with local government for free vaccination.
Effectiveness / Results
No. of news clippings: 132
AD Value generated: US 353,661
PR Value generated: US1,060,983