Blog

Most women favor childhood immunizations, despite vocal opposition

Lori Bahnmueller's picture

Most women favor childhood immunizations to protect kids from serious diseases like polio, tetanus and measles.

This is according to the latest survey of Brogan Talks to Women (BTTW), an informal community of female consumers we engage regularly for opinions and insights about marketing and advertising. With some 30 years of healthcare marketing experience, Brogan & Partners was naturally curious about the impact social marketing is having on childhood immunizations.

Of the 189 participants—65 percent of whom are moms or guardians—95 percent support childhood vaccinations. The primary reasons cited were to guard against serious disease (93 percent), evidence provided by public health agencies and other experts (59 percent), having been vaccinated as a child with no ill effects (55 percent), a family physician’s recommendation (40 percent) and having vaccinated their kids with no ill effects (35 percent).
 

Pfizer Ireland recently began a program to raise awareness of the importance of childhood vaccinations.

Of the 5 percent who oppose childhood immunizations, the chief concerns noted were potential side effects such as autism (56 percent) and suspicion that immunization against relatively harmless childhood diseases may be responsible for the dramatic increase in autoimmune diseases since mass inoculations were introduced (44 percent).

Opposition swelled after fraudulent article was published

Since the 1990s, vaccines have become somewhat controversial. Of particular note was a fraudulent article published in 1998 in the medical journal The Lancet.  The researchers suggested a link between the combined measles, mumps and rubella (MMR) vaccine, fueling the anti-childhood vaccine movement. The cause soon migrated from academic publications to mainstream, attracting celebrity spokespeople like actress and mom Jenny McCarthy.

According to the Pediatric Academic Society, childhood vaccinations in the U.S. prevent about 10.5 million cases of infectious illness and 33,000 deaths per year. A vaccine, like any medicine, can cause a reaction. But the risk of a vaccine causing serious harm, or death, is extremely small, according to the Centers for Disease Control and Prevention (CDC).

In fact, immunization is one of the most important things a parent can do for their children’s health, protecting them from 14 serious diseases, according to the CDC. And failure to vaccinate may mean putting children at risk for serious diseases.

Social media popular debate channel for Millennial moms

Still, parents worry. Particularly Millennial moms. In addition to conflicting news stories and public health campaigns, Millennial parents are caught up in Facebook news feeds where childhood immunization opinions are as common as cat photos.

“Some posts on Facebook spurred a conversation with my doctor, specifically about the Tdap and keeping current,” said a BTTW respondent when asked about recent information that has influenced her position on childhood immunizations. “Social media has caused me to question many times, especially when seeing opinions from people I know, but it is easy to get inaccurate information.”

Doctors’ offices and clinics were ranked the most reputable sources for information about vaccination, with 89 percent of respondents, followed by health and parenting magazines/books (32 percent), Internet (19 percent), friends and family (13 percent) and television (5 percent).

“I trust my children's pediatrician believes what she says and I believe Internet sources such as Natural News is reporting the truth too,” said a BTTW respondent. “It is challenging to reconcile the varying opinions and make the decision that I feel is best for my children.”

CDC spends between $8-12 million annually to promote vaccinations

Expect the CDC to continue to be a significant part of the narrative. Overall, the CDC spends between $8 million and $12 million each year on a wide range of vaccination messages focused on topics from childhood inoculations to flu shots for the elderly. In addition to traditional media, the agency employs an arsenal of earned, owned and paid nontraditional channels to encourage vaccination. The CDC even has an app for physicians to stay on schedule.

Why the big media spend? Because the CDC and other world health organizations are concerned that controversy over childhood immunization has sparked an increase in preventable diseases.

In the U.S., the prevalence of whooping cough increased in 2012 to nearly 50,000 cases. Last year, cases dropped to about 24,000. Still, this is more than 10 times the number reported back in the early 1980s when the bacteria infected less than 2,000 people. This interactive map illustrating the rise of preventable diseases around the world from the Council on Foreign Relations presents a pretty compelling case for the CDC’s campaign marketing spend.

Are you female and interested in joining Brogan Talks to Women? Click here to learn more.

Comments

The ultimate #tbt: Brogan & Partners celebrates 30 years of magic.

Kaitlynn Knopp's picture

On July 24, Brogan & Partners celebrated its 30th birthday with current and former employees, past and present clients, friends, family and agency admirers. People came from everywhere—from California to down the street—to reunite, reminisce and reflect on how the agency impacted their lives. In the hours spent at the party, stories were told, speeches were made and pictures were taken. There was laughter, tears and excited screams, and everyone seemed genuinely happy to have a spot in the Brogan family.

As a new employee who has been lucky enough to experience the magic that is Brogan & Partners for the last few months, I already feel like part of the family—a part of something bigger than myself—and I think that says a lot about the agency. It’s a special place—built on a big dream and a lot of determination from our founder, Marcie Brogan, and her first partner, Anna Kabot (who made it to the party to celebrate with us!). Perhaps my favorite story was Marcie telling us that when her and Anna decided to start the agency, then called Brogan Kabot, the two of them were set up at a folding table, ready to take on the advertising world. And that’s exactly what they did.

Thirty years later, the agency has become a place that fosters creativity and innovation—making for a creative history that knocks most peoples’ socks off (thanks in large part to our creative directors over the years: Anna, Bonnie Folster and Laurie Hix).

Thirty years later, the agency has built a family of employees who not only embody our five core values, but who instantly fall in love with the agency and become determined to see it succeed. Whether these employees leave for another agency or simply take time off from the industry, they always seem to find their way back to Brogan—proving there’s something so irresistibly special about it. And those employees who have yet to leave can’t imagine doing so—finding themselves just as happy with their work as they were on their start date. (And of course, we have our CEO and managing partner to thank for that. Thank you to: Maria Marcotte and Ellyn Davidson!)

Thirty years later, the agency has worked with almost 100 clients who have given us the opportunity to research, manage, write and create. They’ve given us projects and campaigns that challenge us to think outside the box—to step outside of our comfort zones. They’ve trusted our intuition and let us share in their success, and for that, we’re forever grateful.

And with only these few months under my belt, I already feel forever grateful to Brogan & Partners—the place that keeps me and those long before me feeling inspired, intelligent, driven and creative. The place where I can learn from those who already know so much. The place where I can be surrounded by supportive coworkers all wishing each other success. And the place where I can only hope to spend the next 30 years.

Happy Birthday Brogan, and thank you to everyone who came out to celebrate with us!

Comments

A creative social media campaign that is #BreakingStereotypes.

Maila Kue's picture

One of the best things about a social media campaign is how easy it is to spread the word. This worked in TrulyMadly’s favor with the launch of their #BreakingStereotypes campaign. When this matchmaking website realized the stereotypes that surrounded Delhi, they looked for a way to shatter these myths and share it with the world. So, what better way to do this than social media?

TrulyMadly went around and asked people across Delhi how they defy stereotypes. The results? A makeup artist with a science degree. A model who loves to eat. An artist who isn’t unemployed. These photos were posted on their blog, where onlookers could easily share the photos via Facebook or Twitter and help Delhi debunk stereotypes.

 This social media campaign is truly powerful. As experts in social marketing and social media, we find it especially inspiring. What stereotype do you break?

Comments

The weekly recap - July 21, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

13 Essential Copywriting Tips to Help You Rank in Search in 2014 [Infographic]
Trying to abide by Google’s ranking factors can often feel like trying to work with a boss who is impossible to please.

Family Kicked Off Southwest Flight After Father Tweeted Complaint
Agent demanded tweet be deleted before they could re-board.

8 Apps to Make Social Media Management Easier: #2: Later.
With Later, a free app, you can schedule tweets to go out to your followers at a later time or date. 

9 SEO Techniques to Dominate the Most Popular Methods of Content Discovery
Though Google gets roughly 3.5 billion searches a day, there are really only three types of searches that people perform -- navigational, informational, and transactional.

How to Use LinkedIn Publisher to Get More Visibility
Do you want more visibility on LinkedIn? 

Facebook introduces a “Save for Later” feature.
How many times have you been scrolling through Facebook to pass time before a meeting or as you’re about to fall asleep?

Comments

8 Apps to Make Social Media Management Easier: #2: Later.

Kaitlynn Knopp's picture

If you’re a social media manager, your job never stops. You may clock out at 5:30 p.m., but you’ll continue to spend hours on your phone—keeping up with all of the content shared on your favorite social channels.

Eventually, you’ll stumble upon a link that would be great to share on behalf of one of your organizations, but would it fit their brand to share it at 1 a.m. when you find it? Probably not. That’s where Later comes in.

With Later, a free app, you can schedule tweets to go out to your followers at a later time or date. (You can even schedule text messages and emails.) Once you do, you’ll get a notification at the time you scheduled it for, which asks you to confirm that you do in fact want to send it. With a tap of your screen, you can then push that content out to all of your eagerly awaiting Twitter followers.

What do you think about using Later to schedule your tweets?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

Blog Category: 

Comments

ESPN scores big with their College Football Playoff ad.

Kaitlynn Knopp's picture

If you’re a sports fan, you likely fell in love with “Rudy”—the 1993 film about a boy with a big dream. Like many young boys, Rudy dreamt of playing college football. What’s more, he dreamt of playing college football at Notre Dame, but to most, his dream seemed unrealistic at best. Not only did Rudy lack the grades to be accepted and the money to attend, but he lacked the overwhelming talent that most college athletes have.

In the end, after overcoming more obstacles and adversity than any player should have to face, Rudy eventually makes the team as a non-scholarship walk on and is able to suit up for one home game in his senior year. On the last play of that game, Rudy sacks the opposing quarterback and is carried off the field on his teammate’s shoulders while the entire Notre Dame fan base cheers.

Ultimately, Rudy got his dream, and sports fans everywhere became nostalgic of their playing days and were reminded how much they love the game, which made Rudy an icon. Such an icon, in fact, that ESPN recently chose to announce the newest change to college football with him at the center of it.

To spread the word about the NCAA launching a College Football Playoff system, ESPN filmed a spot with a much older Sean Astin reprising his role as Rudy, dressed in his Notre Dame uniform. Within the first 10 seconds, Rudy reminds us of his dream and his love for the game, automatically entrancing us—waiting for the next words out of his mouth.

So, what are those next words?

Rudy starts to give a pep talk—pumping up his team and the audience by explaining the new playoff system with easy, understandable details. He tells us what the playoff system will include. He gets us excited for it. He makes us long for kickoff.

Better than a sportscaster reading the announcement off of a teleprompter on the latest episode of SportsCenter? Absolutely. Touchdown, ESPN.

Comments

Facebook introduces a “Save for Later” feature.

Kaitlynn Knopp's picture

How many times have you been scrolling through Facebook to pass time before a meeting or as you’re about to fall asleep? You see that a friend posted a cool video you’d like to watch or a link to you’d like to go to, but you don’t have the time to interact with the post right then and there.

If you’ve ever had that problem (and we suspect you have!), consider it solved.

Yesterday, Facebook added a new feature called “Save,” which lets users save the posts they’re interested in to a separate feed that only they can see. Then, when they have the time, they can revisit the posts at a later date.

To save a post from your News Feed, click the drop down menu in the post's upper right-hand corner and select “Save.”

To see all of your saved posts, click the “More” tab on your mobile device or the “Saved” link on the left-hand column of the desktop version.

Sound simple? That’s because it is.

What are your thoughts on this new feature? Tell us in the comments below.

Blog Category: 

Comments

Celebrating 30 years of creative advertising: #10: Michigan Department of Community Health: Kids Anti-Smoking Campaign

Laura Pryor's picture

In the late 1980s, the “Joe Camel” controversy made it all too clear that the tobacco industry was targeting kids as their future customers.  Ads for Camel cigarettes featured a hip cartoon camel, puffing away, often captioned with the line, “Smooth Character.”  The Michigan Department of Community Health asked Brogan to create anti-smoking advertising targeted to kids that would fight the “smoking is cool” message the tobacco companies were sending. 

Research showed us that kids and teens were not concerned with their future health (or lack of it); just as Joe Camel knew, kids wanted to fit in, look good, and get dates.   So our campaign focused on consequences more dire to kids than cancer--bad breath and social ostracism.  A TV spot gave them the bad news: no matter how much you primp, you can’t get rid of smokers’ breath.

A companion poster drove the message home.  And another poster featuring a giant pair of lips, brimming with cigarette butts, posed the question:  How about a big kiss?

Yuck.  That was the reaction from kids statewide.  Which was just what we were hoping for.

What was your favorite anti-smoking ad?  Did an ad ever influence you to kick the habit?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

Comments

Boost consumer trust by adding user generated content to Social Media.

Ashley Harrell's picture

Is your content not working hard enough? Consider adding User Generated Content (UGC).  When you use UGC, you save time in content creation and boost your brand’s credibility, which helps increases consumer confidence and interest.

UGC takes many forms, whether video, copy, contesting, blogs, vlogs, photos or other.  But the source is always the same—users, i.e. customers, clients, patients and the like.

A recent Ipsos study reveals that Millennials, the largest emerging group of consumers, find UGC to be 50 percent more trusted than other content and to be 20 percent  more influential when it comes to purchasing. In fact, many consumers are more likely to make a purchase after seeing a peer review rather than a professional review.

UGC can be just the push you need to get closer with your consumers and fans. However, the key to UGC success is using the proper platform for your brand. Which platform should you use? Which platforms are performing well for other brands? Read on.

Facebook

Medtronic Diabetes encourages users of their product and patients to share their story in an inspiring and well-executed Facebook campaign. This led to creating a blog, The Loop, dedicated to sharing stories and helpful patient information.

Twitter

In their 2011 campaign, Chobani released outdoor ads with “Real Love Stories” from fan tweets. The UGC campaign earned high engagement and gained even more consumer love.

Source

Wendy’s recently took a similar approach in their #PretzelLoveSongs campaign, welcoming their beloved pretzel buns back with fan tweets turned into catchy, clever ads.

 

Instagram

GoPro makes the World’s Most Versatile Camera. How do we know? Gobs of UGC illustrating its versatility. They used Instagram for the campaign, the perfect choice for extreme GoPro photos like this one posted by a fearless user.

Pinterest

Sephora encourages UGC through their Makeup of the Day and Nailspotting boards on Pinterest. Here, they feature a make-up look uploaded by fans to Sephora.com.

Video Ads

Target revealed real moments of students getting college acceptance letters in their “Scholarship” spot. The ad evoked a strong emotional connection with audiences with USC videos generated by students.

 

UGC is an effective and fun way to show your consumers a little extra love on your social media platforms. There are many creative ways you can integrate it into your current plan, and the return is great. How will you use UGC? 

Comments

The weekly recap - July 14, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #9 MDCH Smoking Cessation: Women
In the 90s, Brogan used research to effectively advertise to smokers for the Michigan Department of Community Health smoking Quitline campaign.

20 Stunning Inbound Marketing Statistics
Looking for some inbound marketing statistics that will blow you away? Here are 20 to get you inspired.

Why Your Content Isn't Going Viral (Infographic)
Follow these tips to make your content more sharable.

5 Ways to Invite Your Followers Into Your Content Marketing
Content marketing is a great opportunity for your brand. Here are ways to encourage and engage your followers to join your content marketing team.

How to Use Google Analytics Audience Data to Improve Your Marketing
Google Analytics data can help you understand the demographics, interests, and behaviors of your website audience, which can help improve your online marking.

Comments

8 Apps to Make Social Media Management Easier: #1: Pages.

Kaitlynn Knopp's picture

If you’re managing a Facebook page for one organization, you’ll likely find that the official Facebook app will serve you well. But, if you’re managing more than one page—be it two or 20—you may want something more. You may want the free Pages app.

The Pages app allows you to toggle between all of the Facebook pages you manage. You’re able to post content, share content, like, comment, message and view your page’s notifications.

Do you need to check which posts you have scheduled? That’s not a problem with Pages. You can also schedule new posts to go out to your fans at a later time or date. You can even view a snippet of your page’s insights, which can come in handy when you’re on-the-go. It makes social media management a breeze!

Which one of Pages’ features will help you manage your Facebook pages?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

Blog Category: 

Comments

Celebrating 30 years of creative advertising: #9 MDCH Smoking Cessation: Women

Bonnie Folster's picture

Smoking stinks! No kidding. Smoking causes heart attacks, strokes, lung cancer, mouth cancers and a lot of other bad things. You’d think if you just told people that smoking will kill you or disfigure you, that would do it.

No. You can’t scare most people into quitting. Most smokers know it’s not good for you.

In the 90s, our clients at the Michigan Department of Community Health committed significant time and money to stopping what was then the number one health risk for people in Michigan. Research pointed us in productive directions. People were afraid they couldn’t quit. Women didn’t like it if it made them smell or look bad. People were motivated when their smoking was going to hurt family. We created messages that resonated with both genders, audiences of a variety of ages and diverse cultural groups.

Radio, TV, print, posters, outdoor messages made the phone to the Quitline—a hotline to help smokers get what they needed to successfully quit—ring beyond expectations. And the work, we are equally proud to say, kicked butt at award shows nationally and internationally.

Which of these anti-smoking ads gets you fired up?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

Comments

Pages

Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Read more

Tweets, Blog Posts and Tidbits...

Connect With Us