Case Study

Meningococcal Disease Immunization for National Meningitis Association

Protecting adolescents who are at increased risk for rare but deadly bacterial meningitis

Objectives

Increase understanding of the risk and danger of meningococcal disease to teens and young adults, especially among their parents
Build awareness and support for the availability of a safe and effective meningococcal disease vaccine

Insight

The perception that meningococcal disease was only a risk for travelers kept parents from getting their at-risk teens vaccinated.

Execution

Developed Moms Mission Possible, a campaign that put a face on meningococcal disease through powerful personal stories of loss from parents and survivors
Created a popular television PSA series that even after a full year ranked in the top 10% Nielsen-monitored PSAs
Launched national and regional media campaigns aimed at mothers of adolescents and college students about the risks of meningococcal disease

Impact

The heightened awareness supported changes in immunization policy and practice at the national, state and institutional level to ensure more adolescents and college-age students were immunized.

Greater patient advocacy and media coverage reached hundreds of millions of parents.
The PSAs were shared extensively via social media.

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