The Challenge:

Get adolescents, young adults, and their parents to pay attention to and vaccinate against meningitis B—a disease they either know nothing about or think they’ve already been inoculated against.

The Objective:

Create a branded campaign that shows how easily MenB can spread among millennials doing their everyday activities, and that Trumenba is approved to help protect them against it.

The Strategy:

Millennials share everything and face danger without realizing it. With MenB lurking in their everyday behaviors like kissing, sharing drinks, etc, we wanted to show that vaccination is important. Through our “selfie” campaign, we connected the reason MenB spreads with the sharing nature of adolescents. And since their kids won’t stop sharing, parents should ensure that their children are protected with a vaccine like Trumenba that targets serogroup B meningococcal disease.

The execution:

"Selfie" style photography captures what it really means to be an adolescent today.

The "Because They Share" focuses on the human truth—that millennials share—and increases awareness that their sharing behaviors can mean the spread of deadly meningitis B. Although the campaign was targeted to both adolescents and their parents, teens need parental permission to get vaccinated. As such, our materials were heavily focused on communicating to parents. Banner advertising and print media were placed to targeted mothers, and the Trumenba.com website was designed and built to speak to both parents and adolescents.

Our campaign draws a parallel between the sharing that teens do on social media with the sharing they do in real life. Both are sometimes crazy or inappropriate, but only one poses a serious health risk. Through the use of our "selfies" we were able to clearly illustrate the sharing behaviors that put teens at risk, while also grabbing the attention of our audience and urging them to get vaccinated.

Between October 2014 and Apri 2015, Trumenba.com generated 141,551 page views, 124,556 visits page views, and 117,864 unique visitors.

Trumenba unbranded search terms have generated 5,359,462 impressions on the website.

Trumenba branded search terms have generated 25,036 impressions.

Trumenba branded banner ads have generated 45,994,620 impressions for the period of March 16, 2015 through March 31, 2015.