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Hygienic behavior to discourage spread of the flu: Fifth Guy
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Description
------------------------------------ The Florida Department of Health set out to prepare people for the potential of a flu pandemic, but they faced a tough challenge: No pandemic on the horizon. Most Floridians doubt a pandemic is likely or threatens them personally, and they have a point: No one knows when (or if) a pandemic might hit. So instead of pitching panic, the state, working with the agency Marketing for Change, focused on the behaviors they hoped to change -- a series of hygienic actions such as washing hands, covering coughs and staying home when sick. Creative Commentary ------------------------------------ We built the campaign around what really matters to people: Fitting in. Four out of five people wash their hands after using the rest room. So the central character in this new campaign is the proverbial fifth guy. The campaign includes TV, radio (English, Spanish and Haitian), outdoor (English and Spanish) and print.
Account Planner: Tait Martin, Director of Photography: Chris Beurline |
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