H1N1 Pandemic Response Campaign (2009)

When the H1N1 influenza virus emerged as a global pandemic in 2009, Sí! partnered with the Illinois Department of Public Health to develop and execute a comprehensive statewide communications and marketing campaign.

 

The challenge was to rapidly disseminate critical health information to diverse communities while preventing public panic. Sí! created a multi-channel approach that included print, TV, and radio commercials, public service announcements, media interviews, and direct community engagement at public events, with specialized strategies for multicultural markets. The campaign also incorporated crisis management protocols to address potential public fear.

 

Results from the H1N1 Survey conducted by Argonne National Laboratory demonstrated the campaign’s effectiveness: 69% of respondents found the messages clear and accurate, 68% considered them timely, and 64% stated that the communications helped them respond to the outbreak. Additionally, 57% were influenced to activate their own response plans, and 74% confirmed that appropriate staff members received the critical correspondence, validating the campaign’s reach and impact during this public health emergency.

 

Source: Argonne National Laboratory is a U.S. Department of Energy laboratory managed by UChicago Argonne, LLC http://www.ipd.anl.gov/anlpubs/2010/09/67241.pdf