Goals and objectives
Postmedia is the largest media group in Canada, with a portfolio of over 130 brands ranging from small, local publications to national news outlets. Content Works is Postmedia’s branded content studio with Healthing being the company’s health care news and information property. Healthing offers sponsored content creation, distribution and promotion on behalf of Canada’s health care companies. The client for this campaign was GlaxoSmithKline (GSK), one of the largest multinational pharmaceutical companies and maker of multiple vaccines authorized for use in Canada.
The goal of this campaign was to educate young adults and parents with young children about meningitis B (MenB) and encourage them to speak to their health-care provider about vaccination. Though relatively rare, MenB has a high mortality rate, and the infection is often mistaken for something less serious, like influenza. Since the MenB vaccine is not included in the standard Canadian vaccination schedule, many parents don’t know they are missing the vaccine for their children.
To achieve this goal of raising awareness, the team produced three sponsored articles focused on telling the real-life stories of patients and health-care providers who have first-hand experience with MenB. The secondary goal was to prompt Canada’s National Advisory Committee on Immunization (NACI) to consider including the MenB vaccination in the vaccination schedule, paving the way for widespread access and provincial funding.