Make meningitis vaccine messaging persuasive and fear-free
top 10
14 months ago

Imagine that the World Meningitis Foundation (a fictional organization) is launching a vaccine to help protect adolescents around the globe, age 10-25, against meningitis. Initially, consumers may have to pay out of pocket to get the vaccine, something they are not used to doing, as vaccines are normally paid for by the government. As a means to inspire vaccination, current meningococcal meningitis disease awareness campaigns use basic facts and figures about the disease, as well as scary visuals featuring hospital scenes and survivors missing limbs or who are scarred.

However, we want to try to take our messaging and campaign in a different, less fear-inducing direction. We want to use social media to inspire a movement to get adolescents vaccinated against this rare but potentially deadly disease. Our campaign must:

(1) Break through the clutter of everyday life to inspire parents and adolescents to pay attention to the message.

(2) Create urgency for parents and adolescents to discover the facts and understand that this is a must have vaccine.

(3) Take action to talk to their healthcare professional and get their child or themselves vaccinated. They should also spread the word to friends and family.

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Please complete the following:

(1) Propose a social media campaign that will inspire meningitis vaccination in the country you’re from.
- Identify your country!
- Suggest messages and visuals that would convince parents and adolescents this is a must have vaccine.
- Explain why your messaging has the tone (serious, humorous, etc.) you chose.
- Suggest a good tagline for the campaign that could be easily shared or converted to a hashtag.

(2) Tell us how you would rollout the social media campaign.
- What social media channels would you use, and why?
- Would it be through global influencers and celebrities, or grass roots sharing?

(3) Attach any visuals that help illustrate your campaign to parents and adolescents.

(4) Identify some type of activity or challenge people can take to be a catalyst that helps spread the word about meningitis vaccination.

CRITERIA: Do not focus on death or negative consequences of the disease. We don’t want to scare people! To learn more about meningococcal meningitis, please visit the Meningitis Research Foundation, National Meningitis Association, and GlaxoSmithKline sites.

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