Meningococcal Disease is an acute bacterial infection which can be terminal within hours. 10% of children infected

will die and around 20% will have permanent disabilities including limb amputations. Children under the age of two

are at the greatest risk.

Research found, nearly one in two Australian parents incorrectly believed that all strains of meningococcal were

covered by routine childhood vaccination.What Australians didn’t know was that these did not protect against all

strains of the disease and their children could still be at risk.

In 2017, GSK made

We started by prepping doctors to guide discussions with parents providing information in digital and print medical

publications.

Next we ignited the conversation in hospitals by targeting 120,000 new mums within just 48 hours of childbirth with

kits including critical information and urging them to speak to their doctor.

1,000 influencer mums further amplified the conversation sharing personal posts rallying more than 200,000 across

their combined networks to spread the word on social channels.

We integrated our stories into articles and podcasts across key parenting sites online, and dark social was optimised

over a period of six months to intercept moments when parents and grandparents discussed their children on social

messaging platforms including Facebook Messenger. Parents were encouraged to share the emotive stories of those

affected, while grandparents were served content direct from a doctor to enlist them as educational vessels.