A global programme that educated parents on the importance of vaccination against life-threatening meningitis.
Meningococcal disease is a sudden, potentially life-threatening illness that can only be prevented by vaccination.
The campaign aimed to educate parents of young children – those most at risk of meningitis – of the risk of meningococcal disease and importance of vaccination. This is a digitally savvy audience, with 75% of parents using social media to share family photos.
Ruder Finn brokered a partnership with acclaimed photographer Anne Geddes to give the campaign an authentic, external voice.
The global summer of sport in Brazil provided inspiration for the creative theme ‘Win for Meningitis’. To deepen this link, Ruder Finn recruited Paralympians who had survived meningitis to be ambassadors.
Anne then created images of these para-athletes as the core content for a global, digital campaign across owned social channels.
Global and local activity was co-ordinated by Ruder Finn, with a template campaign toolkit maximizing in-country support.
The resulting campaign shares and likes exceeded all benchmarks.
Over 16.6m people were reached with #winformeningitis.
Global and local activity was co-ordinated by Ruder Finn, with a template campaign toolkit maximizing in country support. The resulting campaign shares and likes exceeded all benchmarks.