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DFWHC Foundation | Non Profit Advertising Case Study
Stopping a deadly infection
Clostridium difficult (C-diff) is a bacterial infection that has been linked to the deaths of 20,000 Americans every year. Dallas-Fort Worth Hospital Council Foundation (DFWHC Foundation) wanted to raise awareness and educate residents of DFW about how this deadly infection could be overcome. They called on Agency Creative.
“Agency Creative created a very unique public awareness campaign for DFW Hospital Council Foundation. With a very sensitive subject (C-Diff), Agency Creative came up with a way to increase awareness of this horrible disease using humor and facts which led to a very successful campaign in a very short period of time. The team at Agency Creative was so organized and easy to work with. I highly recommend them to anyone needing a branding or marketing company.”
Director of Quality & Patient Safety
Strategy Agency Creative convened a distinguished group of DFW healthcare experts to develop a clear, concise, strategic message. Together, we clearly defined what C-diff is, who it affects and how physicians, healthcare workers, caretakers and the average citizen could help halt its spread. The basic message would be: wash your hands with soap after you use the restroom. The message to physicians would cover dispensing fewer unnecessary antibiotics. The message to hospital staff and caretakers would be to thoroughly bleach bathrooms and patient areas to kill C-diff spores.
Logo This clean, graphic symbol helps the campaign cut to the chase–C-diff infections are the result of poor hygiene, overuse of antibiotics and an aging population.
Tagline The campaign tagline sums up the primary message clearly and succinctly: Everybody Scrub In.
TV Commercial The C-diff initiative uses humor to great effect in this :30 second PSA. In the commercial, people go out of their way to verify that everyone around them is washing their hands with soap. The commercial closes by directing viewers to get details at StopCDiffNow.org.
Website Agency Creative quickly secured the url StopCDiffNow.org. The responsively designed website offers simple, easy-to-grasp information about how C-diff is transmitted, how it is treated and what every North Texan can do to stop its spread.
Web Video An extended fight C-diff video was developed based on the TV concept. It used the actors from the commercial to address specific markets with what they could do to help halt the spread of this deadly infection.
Patient Poster Posters in doctors’ offices and healthcare facilities feature the iconic power fist holding a bar of soap. The call-to-action asks everyone to scrub in.
Physician Poster Because C-diff sufferers are often those with weakened immune systems due to taking antibiotics, we also developed posters that remind physicians to only prescribe antibiotics when necessary.
General Public Brochure Brochures that summarize the facts about C-diff are made available in doctors’ offices, nursing homes and other healthcare facilities.
PR Agency Creative worked with media outlets leveraging high profile opportunities to discuss the growing problem of C-diff in the greater DFW community.
Social Media Campaign Agency Creative developed a C-diff pledge that individuals could take and share on Twitter, Facebook, Google+ and other social media channels.
Outdoor The message of Everybody Scrub In directs the public to the website to get more information about C-diff.
Digital Ads Those who visited the website were retargeted with a series of digital ads to keep C-diff top of mind.
Results The DFWHC Foundation Stop C-diff Now campaign was unveiled at the 2014 DFW Patient Safety Summit to great applause and enthusiasm. Awareness was tracked in pre- and post-testing and revealed that there was a 60% increase in awareness of C-Diff, 76% of viewers were motivated to change their habits and 7,939,821 impressions were achieved across all media in a three month span. This campaign received various industry awards: three Silver Davey Awards, two Platinum MarCom Awards and a Silver People’s Telly Award.