Men's Preventive Health
Background and Objectives:
The Ad Council and HHS' Agency for Healthcare Research and Quality launched a series of PSAs designed to encourage middle-age men to learn which potentially life-saving preventive medical tests they need to get and when they need to get them. In an effort to further the reach of the PSAs, begin a national dialogue among the target audience about the importance of preventive testing and encourage men to visit the campaign website, www.ahrq.gov/healthymen, the Ad Council developed and implemented a series of PR and social media strategies beginning in June 2010.
PR and Social Media Strategy:
- Securing Dr. Mehmet Oz as the lead campaign spokesperson
- Announcing breaking research as part of the launch
- Launch timing coincided with Men's Health Week and Father's Day
- Wall Street Journal exclusive
- Radio Media Tour
- Mat release
Within one week of the launch, the news had been covered in both national and local television, print and online news stories throughout the country. Stories, blogs and segments in consumer, men's and health/wellness media outlets included in-depth features that initiated a national dialogue about the importance of men's health and preventive medical testing. National placements in the Wall Street Journal and Good Morning America reached over 6 million people alone. The campaign reached high-profile sites including WSJ.com, iVillage.com, AOL, the L.A. Times Online and a number of consumer and "mommy" blogs. Public relations and social media efforts significantly extended the reach and impact of the campaign during Men's Health Week and in the weeks and months that followed.
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