Work > Centers for Disease Control and Prevention (H1N1)
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 has become the centerpiece of the CDC's H1N1 communications to pregnant women.