California Medical Association Foundation
SOCIAL MARKETING EXPERTISE
California Medical Association Foundation - AWARE
CHALLENGE
Consumers Have a Psychological Attachment to Antibiotics; Over-Use Leads to Resistant and Often Life-Threatening “Bugs”
The advent of antibiotic-resistant bacteria or “bugs” generated significant concern among public health agencies, infectious disease specialists and hospitals worldwide. Experts agreed, in order to preserve the utility of antibiotics and curb resistant bacteria, consumer usage patterns would need to change. The California Medical Association Foundation (CMAF) sought out Perry Communications Group to create a California-based social marketing campaign.
SOLUTION
Make a High-Science Problem Family-Friendly
Perry Communications Group worked with CMAF to create the Alliance Working for Antibiotic Resistance Education (AWARE), representing all major stakeholder groups such as doctors, pharmacists, hospitals, health plans and public health agencies. In response to significant overuse of antibiotics in the pediatric setting, AWARE’s inaugural campaign featured Emmy Award-winning TV host Bill Nye “The Science Guy” to appeal to children and parents. The educational campaign was launched at the beginning of cold and flu season and drove home the message “The Right Drug for the Right Bug.” Materials were created for doctors’ offices, pharmacies and schools. A media tour with Bill Nye reinforced campaign messaging.
RESULT
Campaign Gains National Attention; CDC Lauds Program
- AWARE has emerged as the largest, most diverse collaboration of its kind in the country – a model recognized by the Centers for Disease Control and Prevention and implemented in other states
- More than 300 state and national news stories reached nearly 24 million Californians.
- AWARE’s messaging was adopted by the California State Parent Teacher Association.
