Case Study: No Laughing Matter: A Humor-Driven Marketing Campaign Promotes Hygiene for Pandemic Prevention

Company: Florida Department of Health

Agency: Salter>Mitchell

Timeframe: 2007

To convince Florida residents that they should always be prepared for an influenza pandemic such as bird flu—not to mention outbreaks of the common cold—the Florida Department of Health (DOH) set out to launch a statewide campaign centered on promoting hygienic behavior. They enlisted the aid of Marketing for Change and Herrle Communications Group (two sister agencies that later merged into Salter>Mitchell) to develop and implement a social marketing campaign that would motivate Floridians to take preemptive action.