Cannes Lions

DON'T BE UNDER THE ILLUSION THAT IT HAS NOTHING TO DO WITH YOU

HAVAS PR PRAGUE / ASSOCIATION ANTIMENINGOKOK.CZ / 2015

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Overview

Description

The aim of this campaign was to bring awareness in a novel way to the life threatening meningitis disease. It is the fastest, deadliest infectious disease, which initial symptoms are very hard to distinguish from a common viral disease. Another aim is also to inform the public about the possibility of prevention thanks to vaccination.

We have used real survivors of the illness for this campaign and created beautiful photographs which show from different angles the consequences of the illness. The face of the campaign is Andrea Brzobohata, founder of the patient association Antimeningokok (Antimeningitidis), who suffered the disease as an adult and, consequently, lost both her legs.

We launched the campaign through a press conference opening the first exhibition. Several national exhibition roadshows followed. Further we supported the PR and public awareness through media relations, interviews with patients, doctors and KOL. In the end we have reached 32 media outcomes including print, TV, online news portals. Despite the fact that the situation regarding preventive vaccination is a hotly debated topic recently, we were able to draw attention of the target group and motivate it to participate in the discussions about the facts connected with this meningitis disease and its prevention.

Execution

A set of photos was created on lens-form print with the cooperation of the patient association Antimeningokok and the renowned photographer Adam Holy. The motion of each photo showed how the individuals would have looked like if they had not undergone the disease and how a person’s life can be changed in a few hours. The backside of the photos presents the life story of the person. The models were Andrea Brzobohata, Zuzana Balasova and Karolina Spalena. She presented the peril of children as opposed to the previous two women, who underwent the disease as adults. In addition, an information board was created about the actual illness.

Outcome

The information about the photo exhibition reached the general public thanks to 32 media airings in one month since the onset of the campaign. TV Barrandov informed about the exhibition and disease during prime time news. Newspapers, media focused on marketing, online media focused on health, women and news reports all informed about the campaign. It generated lots of media attention that focused not only on the actual disease, but also on the individual stories of the women and girls that underwent the disease. Despite the fact that the situation regarding preventive vaccination is a hotly debated topic recently, we were able to draw attention of the target group and motivate it to participate in the discussions about the facts connected with this meningitis disease and its prevention. The publicity including all the print and online outcomes reached 7 180 418 people.

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