The Situation:
With the decline of vaccination coverage and vaccine confidence in past years, a campaign was needed to re-double the efforts to inform and make people aware of the importance of vaccination — it saves lives and prevents the spread of disease throughout the country!
The Approach:
A multi-stakeholder advocacy campaign called “Bakuna Muna” was launched, headed by MSD in the Philippines. The campaign aimed to inform the public, particularly on a grassroots level, of the benefits of immunization vs vaccine-preventable diseases.
Two vaccination sub-campaigns — “Sa Aking Paglaki, Walang HPV” and “Bakunado si Lolo at Lola, Iwas Pulmonya” — targeted even more specific markets (young adolescents and senior citizens, respectively).
The executions:
- Sustaining press releases
- Online media forums to adhere to specific target markets and emphasize the importance of immunization
- Broadcast features stressing the importance of immunization by engaging relevant stakeholders and KOLs
The Results:
Bakuna Muna generated 37 publicity pick-ups, garnering over PHP18M worth of PR value across print and online publications, and reaching over 14M readers from news sites and health & lifestyle blogs