View Multimedia News Release (MNR) In the United States, about 200,000 people are hospitalized every year because of the flu. More than 20,000 are children under the age of five.
Families Fighting Flu (FFF), a nonprofit organization comprised of families whose children have suffered serious medical complications or died from flu, wanted to drive families to get vaccinated.
FKH worked with Families Fighting Flu to release a national broadcast Public Service Announcement (PSA) to share one member’s story, and bring home the message about the potentially devastating effects of the flu. In the PSA, members reflect on how they almost lost their teenage son to the flu. Within 24 hours he went from being sick with what they thought was an ‘ordinary’ illness, to being rushed to the pediatric intensive care unit where he spent 34 days, including nearly two weeks in a medically-induced coma.
Three versions of the PSA were developed and distributed nationally and a multimedia news release (MNR) was issued. Online and social media channels, including Facebook, YouTube, Twitter and the FFF website were leveraged to engage the target audiences.
Airings of the PSA and visits to the MNR well exceeded expected results at approximately 300 percent above the average for a ‘non-celebrity’ PSA.
Reach and visibility were enhanced through media placements and the Immunization Action Coalition selecting the PSA as its ‘Featured Video of the Week.’