Not only did it win the top award in the social media category, but it also won two honorable mentions: for Best Cause-Related Marketing and Best Community Relations Campaign.
The winners’ work showed “truly innovative and successful tactics,” according to Ragan’s PR Daily, whose annual awards are considered among the most prestigious in the public relations and corporate communications industry.
Shoo The Flu was an integrated marketing campaign that we developed and executed after Google CEO Larry Page and his wife, Lucy, decided to donate flu shots to every child in the San Francisco Bay Area through their Page Family Foundation. They contacted TotalWellness to administer the logistics of the program, and TotalWellness asked us to develop and launch a plan that purely relied on social media, word-of-mouth and news stories – no paid media. Anchored in a website, Facebook and Google+ page, the campaign combined our creative services, social media savvy and public relations expertise. The result: more than 5,000 kids were vaccinated from the flu for free.