Testing Creative for a Pandemic Social Marketing Campaign (Phases by yqs46995

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									Putting Planning Into Practice: The
Communications Response to H1N1

Presentation to PAHO/HHS Global Communications Conference
Washington, DC


Natasha Manji
Communications Executive, Pandemic, Public Health Agency of Canada
July 22, 2009
Introduction

 Foundation of our response
  – Risk Communications Framework
  – Coordination & Dialogue
  – Listening
 Public information
  –   Media relations
  –   Information for travellers
  –   Web and social media
  –   Citizen readiness campaign
  –   First Nations
 Forward planning
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The Foundation




                 3
Coordination & Dialogue:
Internally




                           4
Coordination & Dialogue:
Internationally




                           5
Stakeholder Engagement




                         6
Listening - Research

                                                                              Cum ulative Total

                                                                                         1%
   • While very few (1%) spontaneously                                        22%

     mentioned H1N1 as a top issue, over
     three quarters of Canadians (77%)
     state that they have been following
     the news stories about the H1N1 virus
     closely.                                                                                         77%


                                                                              Closely   Not Closely    NR


                               Follow ing new s stories closely regarding H1N1
             79%      79%      81%       78%       82%                                          79%
      85%                                                    73%                    76%                     72%
      80%                                                               71%
      75%
      70%
      65%

            2009-05- 2009-05- 2009-05- 2009-05- 2009-05- 2009-05- 2009-05- 2009-05- 2009-05- 2009-05-
               05       06       07       08       09       10       11       12       13       14




                                                                                                                  7
                                H1N1 Flu Virus: Rolling National Poll
Listening - 1-800 Calls

 8000
                                             7,727
 7000
 6000
 5000
 4000                              3,169

 3000                      2,330

 2000
        535    650   328                   715
 1000
    0
        Alta    BC    NS     ON       QC   Other     Total

                                                             8
Public Information

 Media Relations
 Information for travellers
 Web and social media
 Citizen readiness social marketing campaign
 First Nations




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Media Relations




                  10
Media Relations




                  11
Health Alerts to Travellers




                              12
Web Activities




                 13
Social Media




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Citizen Readiness Social
Marketing Campaign
1st insertion (May 2 & 4)   2nd insertion (May 9–13 for
                            dailies, May 18 for weeklies)




                                                            15
Poster and Web Banners

Poster
               Web Banner




                            16
Subways and Buses




                    17
First Nations and Inuit
Component




                          18
Lessons Learned So Far




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