We saw misinformation about the flu being just as dangerous as the flu itself.
  • Challenge: Women viewed the H1N1 vaccine as scary and unnecessary given their belief that pregnancy is a woman's healthiest state.
  • Strategy: Communicate that a woman's immune system is actually most challenged in pregnancy.
  • Big Idea: Disarm her fears by creating a campaign that charmingly leverages the deep emotions of a mom-to-be.
  • Result: This campaign became the centerpiece of the CDC's H1N1 communications to pregnant women.