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