New Campaign for Will County Health Department

Yesterday we broke a new multi-media advertising campaign for the Will County Health Department in Joliet, Illinois. The campaign was designed to promote the agency’s H1N1 influenza flu clinics.

Not including traditional public relations elements, the campaign has three components:

Radio

The radio campaign consists of both English and Spanish language stations. The English-speaking market is served by four radio stations owned by NextMedia Chicago. These stations are part of the Chicago MSA but located in Joliet, Illinois. The initial campaign will broadcast for two weeks, which coincides with the first round of community vaccination clinics.

English

The first commercial in the series is designed to educate the public on the Health Department’s vaccination clinic program as well as the guidelines for priority groups (people who should receive the vaccination first as a result of the limited nationwide supply of the vaccine).

General Education – English

Spanish

Chicago is the second largest Spanish-speaking media market in the United States. Behind Chicago and Aurora, Illinois, Will County has a sizable Spanish-speaking community. One of the Health Department’s objectives was to provide this important health information in Spanish to Spanish-speakers. This deliverable comes from the fact that most of the early confirmed H1N1 cases were among people of Mexican descent.

The Spanish-language commercial is identical to the general education spot in English.

General Education – Spanish

Newspaper

The dominant newspaper group in Will County, Illinois is owned by the Sun Times Media Group. These papers include the Chicago Sun-Times, Joliet Herald News, Southtown/Star, and several weeklies. In addition to these papers, there are weekly publications owned by Russell Publications. The Kankakee Daily Journal also services a sizeable portion of the county’s eastern population.

This display advertisement will run in parallel with the radio campaign.

Streaming Video

The Will County Sheriff’s Police has an in-house video facility that produced a short video explaining the H1N1 vaccine clinic program. This video has been added to the Health Department’s YouTube Channel and will begin airing as part of Comcast Cable’s video on demand offering in early November.

Follow the Will County Health Department on Twitter @WillCoHealth.

Here are other articles I have written on this topic:

• 10 Day Tune Up for H1N1 -- Day 6: Reporters’ Notebook
• What Twitter’s DoS Attack Can Teach Us
• Choosing the Proper Lure for Your Audience
• April’s 5 Most Read Stories
• Newspaper Revenue Trend Line Reconsidered
• Will Online Ad Revenue Beat Newspapers in 2011?
• Help End WeFollow Abuse
• Mike Hughes Is Wrong
• Is Radio Advertising Effective?
• U.S. Military Establishes New Social Media Policy