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Promoting the
“Protect Tomorrow” Campaign
Gina Steiner
Director of Public Information
American Academy of Pediatrics
Background on the Project
AAP partnership with Sanofi Pasteur
Non-branded
AAP vision for script
Based on input from AAP members,
Immunization Alliance members, etc.
Budget
The Strategy
Intergenerational
Multimedia
Target Market
NIIW
Social Media and traditional promotion
Spokesperson
Alanna Levine, MD—pediatrician, mom, daughter of polio survivor
Campaign components
PSAs-- :30 and :60, video and audio
Web site
B-roll
Multimedia news release
Outreach to partners
Satellite media tour
Pitching—traditional and social media
Times Square
The PSA
The team
AAP, Sanofi, KTG, Burson
Directed by Tony Kaye
Production
Borrowed content from many places,
requiring much work to obtain permissions
Talent, usage and royalties
The Web Site
Interactive
May add new features for Phase 2
Easy to find and share for social media:
ProtectTomorrow.org
Airings and ad value
Total airings: TV 12,052 Radio 19,917
60 second: 4,850 and 12,457
30 second: 7,202 and 7,460
Total stations: 149,240
Total markets: TV 89 Radio N/A
Total impressions: TV 102,599,566 Radio N/A
Total air time value: TV $3,567,717 Radio
$2,134,431
Ad Council endorsement
Date
Process
Cost
$500 to apply
Additional cost to place in quarterly
promotional catalog to PS directors
More than airings…
Media coverage
Web sites
Social media
PR Activities
Full agency support
Writing, pitching, followup, monitoring
Satellite media tour + desk side chats
Responses from AAP
The multimedia news release
http://multivu.prnewswire.com/mnr/aap/4
2267/
Media placements
2,028 placements
Total estimated audience over 205 mil
Key outlets include:
USA Today
Parenting
Woman’s Day
Newsweek.com
ABC News Now
Social Media
At launch: mom blogs, AAP Facebook, chapters
Partner organizations Immunization Alliance
Public health depts.Summer: AAP Twitter
Summer: AAP Twitter
December: AAP’s new site, Healthychildren.org
YouTube
Social media reach
Twitter—AAP--2,000 followers, including
groups and reporters. Healthy Children for
parents
Facebook--Advocacy
Pitched to blogs
Featured on aap.org and Healthychildren.org
YouTube
Posted but did not promote
Members helped with outreach
Spokespersons
Council on Communications and Media
IZ Alliance
AAP News mailing, OnCall, SmartBrief
Members talked it up to local stations, public
health departments, etc.
Individual practices
Pediatric practices
Mainstream print/Web media
Government Web sites
Parenting sites
Mom blogs
Suite 101.com
Recommended