ImmunizeBC begins vaccination campaign
ImmunizeBC has begun a campaign in that province to promote the immunization of children. The campaign, developed by Publicis Vancouver, offers educational material to parents concerning vaccine facts and myths. It uses the tagline, You protect your child from the dangers you can see. What about the ones you can't?" It consists of broadcast, online and print advertising, as well as exposure in doctors' offices, daycare centres and retail outlets aimed at children. The campaign, which will run until April, involves the BC Ministry of Health, the Provincial Health Services Authority, the BC Centre for Disease Control and the province's regional health authorities. "The campaign creative drives right to the root of the issue," said Bill Downie, creative director of the agency. "Parents desire to do what's necessary to keep their child safe. ImmunizeBC knew that they needed to educate parents about the facts of immunizing their children and they strategically let us take a very direct approach in doing just that." Publicis was appointed the agency of record of ImmunizeBC in a competitive process involving an unknown number of firms.