Finalist
Meningitis Matters
Summary of work
Meningitis is the most feared infectious disease among parents in the UK, however, seven out of 10 adults are unaware their children are not protected against all causes of this devastating disease. Inconsistency in media reporting has led to a worrying lack of awareness and understanding.
To tackle this lack of knowledge, the agency used multiple media platforms to communicate that there is currently no protection against the meningitis-causing meningococcal B bacteria and underline the need for continued vigilance for meningitis symptoms in children.
The agency developed the Meningitis Matters campaign to engage both ends of the stakeholder spectrum, from parents on the ground to agents of change in government, to communicate these important public health messages.
In only six months, the campaign evolved how the media reported on meningitis, with more than 200 million on-message media impressions reaching in excess of three times the UK population.
Executive summary as submitted
Judges’ comments
"A high-impact integrated campaign with broad reach and clever identification of parent bloggers as key to social media coverage."
