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. Based on early research findings, most Florida residents didn’t see an imminent threat from a pandemic, says Doc Kokol, director of communications for the Florida Department of Health. “The CDC did some national work and found the same thing. As soon as people heard the word ‘pandemic,’ they turned off the message.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.