WORKING SWIFTLY TO SAVE LIVES
[Agency: Havas Worldwide Siren]
Challenge: In launching Sanofi’s Menactra as the vaccine to prevent invasive meningococcal disease (IMD) for patients nine months and older, we had to inform the public about the need to take added precaution because Malaysia and other tropical destinations provide ideal conditions for the disease to spread quickly and silently.
Actions: Havas Worldwide Siren chose the clock as a recurring theme in our press launch, as IMD can strike quickly and has a grave impact on children within 24 hours—the clock clearly communicating early, classic and late symptoms. At the media event launch, a KOL discussed IMD and Sanofi’s managing director discussed the company’s presence in Malaysia. Over three months, we hosted national media to an informational session with a KOL, secured an informational slot for another leading doctor on a popular radio talk show, undertook and delivered sustained media feature stories to health and lifestyle media, and seeded information in public forums about IMD to drive awareness of a preventive mindset.
Results: Our substantial coverage from mainstream media included stories in Bernama, Borneo Post, Daily Express, Kosmo, Lowyat.net, My Child Malaysia, My Wandering Story, New Straits Times, Sinar Harian, numerous TV and radio shows and blog posts, and many more media hits. The dollar value for all the great coverage we harvested? US$228,700.