South Asia Media Campaign on Childhood Immunization

photo credit: cambodia4kidsorg

South Asia Media Campaign on Childhood Immunization

The Ask: A non-profit client asked GHS to develop a media strategy to highlight the publication of new data on the effectiveness of an under-utilized childhood vaccine among children in South Asia. The data showed that vaccination could significantly reduce the incidence and severity of two major childhood diseases. The goal of the campaign was to build awareness and support for implementing the vaccine across the region.

The Approach: Given the complex political situation in South Asia, GHS developed a regional media strategy timed to the announcement of the new data. GHS worked closely with the client to identify and engage three prominent pediatricians from India, Pakistan, and Bangladesh – countries that had not yet introduced the vaccine within their national immunization programs. These pediatricians agreed to co-author an opinion article on childhood immunization that called for implementation of the under-utilized vaccine. GHS worked with the authors to develop and edit the piece as requested. GHS also worked with the client and study authors to develop three versions of a press release on the study for media in India, Pakistan, and Bangladesh. Through its media networks, GHS reached out to more than 35 news outlets across the region to publicize the story and pitch the opinion article.

The Outcome: GHS successfully placed the opinion article in top newspapers in India, Bangladesh, and Pakistan. Additional GHS press outreach resulted in a wide range of newspaper articles and radio interviews about the study, childhood vaccination and the need to implement the vaccine in South Asia. These efforts helped highlight the importance of childhood vaccination and mobilized additional support for implementing the under-utilized vaccine in national immunization programs.