CASE
IPHA Know Mpox Campaign
Overview
Launched May 1, 2023, the Know Mpox campaign aimed to help rural Illinois communities seek preventative resources for the viral illness Monkeypox. This statewide public education campaign was targeted to gay and bisexual men, residents with immunocompromising conditions, and anyone who may have been exposed to the Mpox virus in central and southern Illinois. The integrated communications campaign included full brand development that guided creative for a microsite, collateral and paid media in the digital and social space. With compelling visuals and informative, bilingual content at its core, the awareness campaign also featured an earned media effort that coincided with a surge in infections during the summer of 2023.
Strategy
Morreale developed a communications campaign that ensured not only the target population was well-informed, but also made efforts to provide healthcare providers the latest information on both the prevention and treatment of Mpox. In addition to developing this awareness campaign, Morreale developed a custom Know Mpox website to serve as a hub of resources, providing a vaccine locator, treatment information, as well as the latest updates from the IPHA and CDC.
Services
• Collateral Brand Development
• Digital & Social Ads
• Research
• Creative Strategy
Results
From the launch in May to the end of June, the campaign gained:
11,723,846 impressions across display, TikTok and Instagram, and billboards
a click through rate of 0.31%
37,000 site visits
The Illinois Public Health Association and Morreale Communications were recipients of the 2024 AVA Digital Awards for delivering a successful marketing integrated campaign.
