Your Health is Worth A Shot Arpita Jindani Program Manager Immunization Initiative Partnership for Maternal and Child of Northern New Jersey 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: 1. Core material, social media and microsite development 2. Promotion of contest launch through media relations 3. Selection and promotion of winners Call-to-Action Talk to your health care provider to make sure you are on the NJ Immunization Registry and that you have received all of the recommended vaccinations.
Social Media Channels To enhance traditional media efforts and drive message reach and retention: YouTube: 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, including hashtags (ie. #vaccine, #NJ, #contest) Prezi: Adapt traditional fact sheet and content information on 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 Launched ProtectMeWith3.com Video submission closed Finalists were notified Top 3 Winners were notified Initiated outreach to NJ schools and media Internal panel chose finalists *Submission period extended due to Hurricane Sandy Voting opened to public Winners were announced at award ceremony September 17, 2012 November 19, 2012 December 12, 2012 January 14, 2013 Sept. Oct. Nov. Dec. Jan.
PMW3: Media Outreach 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 Reached a total audience of more than 8 million 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