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 round table videos, featuring real moms and medical professionals, allowing them to have an open and honest dialogue and hot on specific topics of interest/concern. These videos were featured in social media outreach in their online communities, as well as available via a campaign website, official State websites and even local physicians social accounts and websites.
