Research-based H1N1 ad.

By now, we've all seen a lot of H1N1 ads. But are they working? Our client, Michigan Department of Community Health, decided to go straight to the target audience - minority populations of African Americans, Arab Americans and Hispanics who have NOT received the vaccine - with focus groups to understand WHY NOT.  The problem? They simply don't trust it.  Respondents said it was "rushed into circulation", "pushed by the government", and is "unsafe", "untested and experimental," and "unproven." Of course, all misperceptions and untruths, as the vaccine is the safest, most effective way to prevent the flu. We know that trust is a critical component of the healthcare marketing equation -- and that we had to overcome this basic feeling of mistrust. Since the majority of respondents said their doctor would be the single person they would trust the most about whether or not to get the H1N1 vaccine, we encouraged action through this open door. Even though we know 61% if adults search online for health information and 81% of Internet users search online for health information (Pew Research Center), we bravely persevered with what research told us is the most effective call to action: TALK TO YOUR DOCTOR.



The print ad is straightforward. Designed to help people make a list of questions to ask their doctor about seasonal flu and H1N1. I think its simplicity and utilize are unexpected -- and will break through the clutter.

Kudos to MDCH for their research-savvy approach. We'll keep you posted as this just started running.  Let us know what you think!