CLIENT: Levine & Partners, Inc. for GlaxoSmithKline, Vaccines Marketing
www.hepteamchicago.com, www.hepteamNYC.com, www.hepteamLA.com,
www.hepteamatlanta.com, www.hepteamgaygames.com
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The Challenge:
Levine & Partners (L&P) came to Toolbox with the task of creating a compelling social marketing campaign that would increase the awareness of vaccine preventable hepatitis (VPH) amongst at-risk men who have sex with men (MSM) in Chicago. The campaign's ultimate goal was to get as many MSMs vaccinated as possible. An existing campaign had been rolled out in a few smaller markets - but this new campaign had to have a broad appeal to MSM from varied demographics (racial, economic, age, etc.). The new concept was to also have “legs” - meaning that the campaign could be flexible enough to be launched in other major markets across the nation.
The Toolbox Solution:
Based on market research provided by the client - and based on intuition with what is appropriate and “user friendly” in the MSM marketplace - Toolbox created a proactive approach based on a sports “team” concept. The campaign kept the focus on what you “can” do to prevent this disease... and while maintaining a serious tone - did not preach or talk down to the target audience. The “team” concept work well as a vehicle for outreach in both the public arena (health fairs, gay pride parades and festivals) and in private practice and clinical settings.
Implementation:
After an intense design charrette to come up with a number of viable campaign looks - L&P and Toolbox conducted mini-focus groups with Chicago professionals and activists/advocates to determine which path would be most effective and would produce the best results. The campaign was launched with brochures, palmcards, transit advertising, DTC advertising in gay-friendly publications, a website and web banners posted on gay sites. Team themed apparel was designed for outreach and a “float” concept was created for exposure in the gay pride parade. Outreach and education was maximized at Halsted Market Days with a booth where all facets of the campaign came together to achieve the highest number of vaccination of its kind in the country. The campaign was so successful in Chicago, that it was launched in NYC, LA and Atlanta the following year.
