Our years-long relationship with South Dakota Department of Health helped to create a series of campaigns that captured noticeable mindshare of the state at large. We developed the “Flu Bug” character that at one point was more recognizable to citizens statewide than some elected officials. And our subsequent “Do the Math” and “Do You” evolutions helped to cater to a changing audience year after year.
The campaign concept “Do You. Not the Flu.” balances levity with authenticity, tapping into what compels someone to take the risk of catching influenza, rather than making the very low-maintenance step of getting a shot, including eye-catching outdoor advertising, compelling split-screen video content and relatable, familiar messaging.
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