The challenge:

Parents and healthcare professionals (HCPs) are under the impression that if they’ve vaccinated against meningitis, they’ve protected. How do you communicate that meningitis is still a threat?

The objective:

To create an unbranded, disease-awareness campaign to reintroduce parents to meningitis and to communicate to them that because of the normal behavior of their children, it’s still a threat.

The strategy:

Meningitis serogroup B has recently become a lurking threat, not only in close quarters but in the everyday sharing behaviors of millennials. Through the “Meet Meningitis” campaign, the strategy was to aggressively introduce meningitis B to HCPs and parents while showing the ease with which their patients and children can spread and contract the deadly disease.

The execution:

We used the “Hello, My Name Is...” sticker to introduce people to the sharing behaviors that put them at risk of contracting meningitis—because an introduction was needed.

Our unbranded campaign focuses on the specific behaviors of adolescents and young adults and introduces a disruptive element—the “Hello My Name Is Meningitis” sticker—clearly labeling sharing behaviors that put them at risk.

Between the period of August 2014 and April 2015, MeetMeningitis.com received the following:

955,246 page views

618,160 visits

559,003 unique visitors