Convince tweens, teenagers or parents to get vaccinated against meningitis
Protecting young adults and adolescents from the threat of meningitis.
Meningitis is a bacterial infection that can attack the brain and spinal cord. There are 5 common forms of the bacteria that cause meningitis A, C, Y, W & B. Until 2012, there was no vaccine to help protect against meningococcal group B disease. Early symptoms can be misinterpreted as the flu, but meningococcal disease can lead to death within 24 hours. In fact, 1 in 10 people who develop meningococcal disease may die.
Unfortunately, for those who survive, it can cause permanent disabilities, such as brain damage, vision loss, motor impairment, speech problems or amputations.
Some people are carriers of the bacteria and show no symptoms, but can still potentially spread it. The disease is unpredictable, and no one really knows why some carriers become sick while others do not.
Adolescents and young adults are at increased risk due to their behavior and how the bacteria can be spread. Typical adolescent and young adult behavior can promote the transmission of meningococcal disease. That behavior includes close-quartered living and group hangouts, sharing drinks or utensils, and kissing.
While 4.5% of infants are carriers, 24% of young adults are carriers. The incidence of meningococcal disease among college freshmen living in dorms in the United States is more than 3 times what it is for those aged 18 to 23 in the general population.
When educating consumers on meningitis, showing scary pictures of adolescents in hospital beds does not work to inspire them to get vaccinated. What our sponsor wants is to take its meningitis awareness messages and campaign in a different direction, and with multiple touch points with the public. They want to create a movement on line. Something big that would travel on the Internet, because it’s powerful.
How would you motivate parents to get their tweens and teenagers, as well as adolescents themselves, to get vaccinated against meningitis?
Show us how you would convince people to go and talk to their doctors about the meningitis vaccine, through an impactful print ad and its related online campaign.
We need people to understand that meningitis is something that could prevent young adults and adolescents from transitioning into adulthood. This is a cause that needs to be championed and the message/awareness must be passed on to all concerned (teenagers, their parents and adolescent social influencers).
The objective is to raise people’s awareness of the disease and motivate them to take action in seeing a healthcare professional to get vaccinated or to get their children vaccinated. Also, we ultimately want people to pass on the message and be proud that they are leading and championing the fight against meningitis.
To do so, we need you to create a print ad that grabs the audience’s attention (people from 10 to 25 or their parents) and focuses them on the seriousness and consequences of meningitis.
Also, we want to inspire “a movement” to get adolescents vaccinated against this potentially rare, but deadly disease. We would love to hear your ideas – social media activities, challenges, events – that would encourage people to be part of a global movement for meningitis vaccine. This vaccine will be sold throughout world and your cultural point of view has a lot of value here. Our client is very interested to know why you think this campaign could be executed in YOUR country.
Your poster should be composed of a key visual and a tagline.
Please explain your creative idea on a separate page of text:
- Tell us which target audience you have in mind;
- Why your print ad is convincing; and,
- What activation mechanics you have in mind for it to be developed into a broader campaign? In particular, tell us why you believe it will work in your country.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
Previous awareness campaigns have had very limited results by focusing on the consequences (death and permanent impairment). We believe that this approach is not effective because fear overrides the need for taking action, resulting in inaction. We need to develop a more emotionally appealing campaign, rather than using the fear factor.
For example, a good idea for this contest could be a print ad that shows a screen shot of a social media page. There is a friend request from “Meningitis” and we see a click on the tab “Reject”. The tagline reads: “Don’t accept meningitis as a friend. He’s not a good partner for your life”.
The social campaign online could ask teens to share pictures of their birthdays parties with birthday cake and presents and use the hashtag #dontacceptmeningitis or #growingupwithoutmeningitis
The idea is to show that if you get vaccinated, you grow safely and have the chance to celebrate your birthday every year.
- #1 Prize €4,000
- #2 Prize €2,500
- #3 Prize €2,000
- #4 Prize €1,000
- #5 Prize €500
Print ad (key visual and slogan) + text and visuals to bring your idea to life online, PDF.
Ultimately, parents and adolescents must understand the impact of the disease. The quality of their lives after the negative effects of meningitis would be very poor. The winning ideas will be those that talk to the hearts and minds of parents or teenagers.
Guidelines for this contest
- Entries should be in English.
- Avoid focusing on death and the negative consequences of the disease.
- To learn more about the disease, you can visit: http://www.cdc.gov/meningitis/index.html
- Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.