Vermont, like many other states, has had an increasing number of Moms decide to opt out of having their babies vaccinated. This has been driven by everything from celebrities to non-profit groups specifically developing initiatives to sway the decision away from having children immunized.
We realized that there was a significant group of Moms that felt they wanted to do the right thing for their children, but did not feel that they had all the information needed to make a decision. They also felt stuck in between the "pro people" and the "con people", some of who were their own friends and family. We created an entirely new brand and campaign to help this audience realize that they could and should be making informed decisions, and that it's OK to ask questions and start a dialogue. We wanted them to understand that their voices would be heard and their concerns addressed experts and their peers.
We achieved this with a combination of TV ads, online videos and outreach collateral in their communities and doctors offices, driving to a website paying off the brand with robust info, a Q&A forum, and strong social media presence & community management.
