Your Health is Worth A Shot Arpita Jindani Program Manager Immunization Initiative Partnership for Maternal and Child of Northern New Jersey by by
Demographic Target Tweens and adolescents have low awareness regarding the need for immunizations This group relies on technology and social media to communicate with peers A campaign incorporating video, internet and social networking platforms will have widespread reach among this audience
Goals Objective: Increase awareness on importance of adolescent immunizations for Tdap, meningococcal disease and HPV Strategy: Use peer-to-peer motivation to increase youth vaccinations Tactic: Engage adolescents, their parents and health partners through launch and promotion of PSA video contest
“PROTECT ME WITH 3” VIDEO CONTEST Your Health is Worth A Shot This statewide educational video contest is designed to highlight the importance of youth immunization for Tdap, Meningococcal disease and HPV. Pre-teens and adolescents, age 11-18 years-old, will submit 30-60 second public service announcements (PSA) describing why they think it’s important to get vaccinated. Campaign Components: Call-to-Action 1. Core material, social media and microsite “Talk to your health care development provider to make sure you are 2. Promotion of contest launch through media on the NJ Immunization Registry relations and that you have received all of the recommended 3. Selection and promotion of winners vaccinations.”
Social Media Channels • To enhance traditional media efforts and drive message reach and retention: – YouTube: Upload finalist videos directly to the campaign Upload finalist videos directly to the campaign channel, including voting capabilities – Facebook: Posts targeting NJ parents and youth organization chapters – Twitter: Follow and post messages to target audiences, Follow and post messages to target audiences, including hashtags (ie. #vaccine, #NJ, #contest) – Prezi: Adapt traditional fact sheet and content information into interactive slideshow platform Prezi
Facebook: Search Protect me with 3
Twitter: #protectmewith3
Home Page: www.protectmewith3.com
Submission Page: www.protectmewith3.com/submit-your-video
Campaign Outreach • Statewide traditional and social media relations campaign reaching: – NJ print and broadcast media outlets – Social media and online community forums • Provide contest materials to NJ chapters of relevant youth organizations • Contact school administrators, nurses and health education teachers through blast email campaign – Direct interested parties to campaign website
PMW3: 2012-13 Timeline • Video submission • Top 3 Winners • Finalists were • Launched closed were notified notified ProtectMeWith3.com • Winners were • Internal panel • Voting opened to • Initiated outreach announced at public public public chose finalists to NJ schools and award ceremony media *Submission period extended due to Hurricane Sandy September 17, 2012 November 19, 2012 December 12, 2012 January 14, 2013 Oct. Nov. Jan . Sept . Dec.
PMW3: Media Outreach Reached a total audience of more than 8 million Original coverage secured: – Courier News x2 ( circ. 17,500 ) – The Hudson Reporter ( circ. 80,600 ) – New Jersey Newsroom ( circ. 1.2 million ) – NJToday.net ( circ. 35,000 ) – Patch: Marlboro (x2) Basking Ridge Fair Lawn Hoboken Madison South Orange Press release coverage: – 6ABC Philadelphia ( circ. 3.2 million ) Broadcast: – Eye Witness News WABC, NY (3.2 million monthly visitors)
PMW3: Social Media / Google Analytics 37 “Followers” via Twitter 44 “Likes” via Facebook 1,734 “Video Views” via YouTube – 355 views for Wilson_HPV – 423 views for Kaplan_HPV – 317 views for Arriaza_HPV 3,664 visits to protectmewith3.com – 8,116 Pageviews – 2 min 32 sec = average visit duration – 60% of visitors visited website directly
PMW3: Professional Outreach & Video Contest Metrics 19 schools and associations requested additional contest information – New Jersey State School Nurses Association posted contest announcement and deadline extension 29 participants submitted videos – 9 / 29 videos submitted by preteens – 9 / 29 videos were disqualified 1,385 votes cast during public voting phase Kiefer Wilson : 411 – Austyn Kaplan : 400 – Dan Arriaza : 311 – Allison Maddock : 232 – Rodrigue Vandepaul : 31
Winning Video!
PMW3 Team
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