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2009

Challenge:

  • Develop and execute a vigorous awareness campaign to respond to the early outbreaks of the influenza virus, identified as H1N1, in 2009. The new influenza virus spread rapidly around the world, becoming a pandemic.
  • Maximize and accelerate the dissemination of measures to avoid contracting the virus by recognizing the symptoms and knowing where to seek immediate care.

SOLUTION:

Sí! developed a comprehensive statewide communications and marketing plan in collaboration with the Illinois Department of Public Health. It provided advice to effectively communicate with multicultural markets.  Sí! created a flow of communication engaging community organizations and media outlets through the production of print, TV and radio commercials, public service announcements, interviews with all media and direct experiential marketing at public community events.  Sí! also assisted in developing a crisis management strategy to control potential panic from the public exposed to the H1N1 virus.

RESULTS:

The campaign was a success.  The H1N1 Survey Results reported that,  “IDPH waged an effective H1N1 information messaging campaign during the initial stages of the H1N1 influenza outbreak. For example, the majority of respondents (69 percent) believed IDPH’s messages were clear and accurate and 68 percent felt H1N1 messages were timely. In addition, 57 percent stated that IDPH properly prioritized critical information for them and 54 percent believed IDPH issued clear social distancing measures. Information Usefulness: Of great importance, 64 percent of respondents stated that IDPH’s H1N1 messages and instructions helped them respond to the outbreak, and 57 percent stated they were influenced by IDPH’s messages to activate their own response plans. Further, 74 percent of respondents stated that the correct staff person in their organization read IDPH’s H1N1 correspondence.”

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