Michigan's childhood immunization rate is among the nation's worst — ranking 43rd lowest in the United States for children ages 19 to 35 months, according to the 2015 National Immunization Survey. Misinformation about vaccines exacerbated the problem.
In partnership with PR firm Martin Waymire, Brogan & Partners created I Vaccinate, a public health education campaign to help Michigan parents protect their children from vaccine-preventable diseases. Designed with input from Michigan mothers, I Vaccinate provides the facts about vaccinations that parents need.
The campaign utilized a multi-media approach. Mass media, such as broadcast and cable television, radio and outdoor, provided broad awareness. Digital media was used for contextual targeting. The campaign also included an active presence on social media channels, specifically Facebook, Twitter and Instagram, where we know Michigan parents go for information from friends and family. The campaign’s cost-efficient social media tactics allowed I Vaccinate to have a continuous statewide presence while driving engagement and providing a forum for discussion and questions.
In addition to these media choices, we also placed posters and take-one brochures in hundreds of doctors' offices and independent pharmacies throughout the state. We reached out to five popular Michigan bloggers with thousands of followers who helped us spread the message about vaccines, and directed readers to IVaccinate.org, a comprehensive website providing information on vaccination. I Vaccinate also recruited more than 70 Michigan individuals to join a private Facebook Group called "I Vaccinate Advocates" to help amplify campaign messages and create an organized pro-vaccine community.
After multiple statewide focus groups and phone surveys, the campaign launched on March 20, 2017. Post-campaign phone surveys helped us monitor the campaign's progress. The most significant results identified from pre to post were lifts in both awareness of safety and plans to vaccinate their children among African American mothers.
Jewish Family Service, a nonprofit organization that supports the Detroit Jewish community, had created a new logo, but wanted to go further; they asked Brogan to help them rebrand all their materials to create a more unified brand platform.
We started by creating a themeline for the brand: “The heart of a stronger community,” which not only perfectly captured the mission of JFS, it also coordinated well with the heart image at the center of their new logo. Brogan also developed a completely new look for all their brand materials, and created several print ads and flyers to create brand awareness. We used this new look to create materials for their Friends of the Family Annual Appeal as well.
“We had a new logo, but we had no idea how to make the most of it. Brogan created a tagline that completely captured the spirit of JFS and the ads they conceived were unlike anything we’ve ever done in the past. They’ve really helped to contemporize our branding and the team has been wonderfully collaborative,” said Debra Wolson Marcus, Jewish Family Services’ Chief Development Officer.
In 2009, more than 11,000 unopened, untested rape kits were found in a Detroit Police Department storage unit. A lack of adequate funding had stalled the testing of the kits and the investigation and prosecution of the cases. In 2014, Michigan Women's Foundation spearheaded an initiative to raise the needed funds and bring long overdue justice to these thousands of sexual assault victims. They came to Brogan for help promoting the cause.
First, Brogan created a name for the initiative: Enough SAID, which stands for Enough Sexual Assault in Detroit. A powerful brochure/case statement used the USB code that labels each rape kit as a design element, and brought home the point that each code represents the suffering of a real victim without justice. Brogan also created a coordinating Crowdrise page for people to donate and/or fundraise, as well as Facebook and Twitter accounts and a microsite.
Since launch, the campaign has raised over 1.3 million dollars in private funds and helped raise over 8 million dollars in public funds. The creative materials have been featured in several news outlets, including PRWeek and the front page of the Detroit Free Press.
Scleroderma is a hard word to say, but it's an even harder disease to live with. In North America, three major organizations strive to raise awareness, but millions of people know nothing about it. In 2014, the organizations saw an opportunity to partner together for the first time to promote the cause on a bigger stage, and they called Brogan & Partners to create their campaign. Brogan has continued to help the partnership raise awareness every year during Scleroderma Awareness Month (June).
To increase awareness of scleroderma—an autoimmune disease that has no known cause or cure—we knew education had to be a critical element of the campaign. So we pitched the idea of a strong call to action throughout Scleroderma Awareness Month: taking a pledge to tell at least one person about the disease. The pledge, which lives on a microsite Brogan created, has been a feature of the campaign every year. To date, 2,194 supporters have signed it.
2018 was another successful year for the Scleroderma Aware partnership. Brogan cross promoted our awareness message on the three partners' Facebook and Twitter channels, and created a social media Thunderclap message that flooded users' channels on June 29, World Scleroderma Day. With nearly 400 supporters signing up for the Thunderclap, we were able to generate 262,342 impressions.
We also created an awareness toolkit for supporters to use, including colorful social posts, a Facebook profile picture frame, and creative ideas to raise funds and awareness. One of our promoted Facebook posts generated nearly 200,000 impressions. Our microsite featured an infographic citing some of the most important information and statistics about the disease, as well as true stories of people battling scleroderma.
More results of our 2018 campaign:
Google Search and Display campaign garnered:
Sponsored content delivered:
Though it affects more than 300,000 Americans, scleroderma is still a little-known disease, and the Scleroderma Foundation Michigan Chapter was having a hard time finding support. They wanted to increase membership, build their board of directors, raise awareness for the disease and raise money for a cure.
To increase membership, we positioned the Scleroderma Foundation Michigan Chapter as the most trusted, most compassionate and most connected community for support, education and research. We refreshed all communication and branded materials to increase effectiveness and strengthen the brand identity.
To build their board of directors, we introduced them to professionals with a passion for giving back—including the regional healthcare director of Walgreens. With the Chapter’s new connections, they were able to get space in many metro Detroit stores to raise awareness for the disease during June: Scleroderma Awareness Month.
To increase awareness of the SFMC, we bolstered a social media presence on Facebook and Twitter. We earned new followers with relevant, meaningful and timely content, including tips for coping with scleroderma, links to articles on new treatments and research, and inspirational quotes. We also built strong media relationships and a widely-followed blog, becoming a valuable news and features source. Additionally, the Brogan team worked to develop an email strategy—keeping more than 5,300 members informed and engaged.
To increase fundraising, we focused on two major events. We launched the chapter’s first annual Hideous Holiday Sweater Run, a themed, zany race focused on fun first, cause second. Next, we rebranded the chapter’s annual “Family Fun Day” at the Detroit Zoo to “Stampede Scleroderma.” The centerpieces of the event were the 5k and 10k “stampedes,” but first and foremost, the event honored those affected by the disease.
For each event, fundraising goals were set, and we strived to help the chapter meet them. In June 2015, just days before the Stampede Scleroderma event, we noticed the Chapter was incredibly close to their goal. So, we presented the idea of deploying an email to the Chapter’s membership list letting them know how close they were—asking for just five extra dollars from everyone who had registered. Hours later, a supporter walked into their office with not $5, but with a $5,000 check. The chapter went on to raise more than they had in years.
Our partnership with SFMC has sparked many successes. We've broadened their community, nearly tripling Facebook fans and doubling Twitter followers. We doubled attendance at the Hideous Holiday Sweater Run in just two years, and resurrected Stampede Scleroderma from its lowest participation rate to among its highest in 2015. We've increased its database of members, partners and donors by 40 percent and attracted diverse, talented new board talent. We've earned lots of media attention, including tradition and new media. Our work has led to projects with the National Scleroderma Foundation, the Scleroderma Research Fund and the Scleroderma Society of Canada.