Educating Australian parents to “Know Meningococcal”


Know Meningococcal


How WE engaged and empowered Australian moms to drive awareness of a life-threatening disease


Meningococcal disease is a rare but potentially devastating infection that can progress from flu-like symptoms to death or serious disability in just hours. With case numbers on the rise despite the existence of a vaccine, GSK tasked our team with developing a national awareness and education campaign aimed at the parents of young children.



We needed to move Australian parents from a position of relatively low education regarding the details of the disease to one in which they could confidently identify the multiple strains and symptoms and make informed decisions about prevention options. Together with our agency partners, we designed a campaign that would connect, educate and empower parents: “Know Meningococcal.”

Recognizing that women are the gatekeepers to their family’s health, we made Australian mothers the core focus of our campaign with a strategy that targeted their most trusted channels across owned, earned and paid and tapped into the resources moms naturally turn to for parenting advice and education.

We enlisted the help of health professionals, a celebrity mom, influential mommy bloggers, respected parenting media, everyday moms and those with personal experience of the disease to help tell the story.

Using highly emotive and compelling, yet informative, content and the creative sentiment “I now know,” we empowered millions of Australian parents to make an informed decision about their children’s health.



Post-campaign research found that parents who recalled our campaign were:

  • Significantly more aware that there are several strains of meningococcal disease (75% vs. 53%)
  • 3x more likely to have asked a doctor or nurse about meningococcal disease
  • 3x more likely to have searched for meningococcal disease information online

Our campaign efforts generated:

  • 185 pieces of editorial coverage and over 81+ million opportunities to see
  • A paid media and blog partnership reach of 1.18 million
  • 4 million reach on Facebook and >375,000 video views
  • 108,000 click-throughs to the campaign website and an average engagement rate of 8.4%
  • 71 million reached via paid advertising


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