Hillcrest Medical Center - "Don't Bug Me" Flu Prevention Campaign

Overview

In 2003, a nationwide flu vaccine shortage prompted Hillcrest Medical Center, in collaboration with the Tulsa Health Department, to educate its community about how healthy lifestyle habits can prevent the flu. “Don't Bug Me” teaches its audience the simple yet effective steps that can help to prevent the spread and contraction of the flu virus. Louie Achooee, the campaign’s friendly flu-bug, reminds the community to keep the flu bug away. Geared predominately toward school-age children, due to their propensity to spread the flu, the campaign also targets organizations and businesses throughout the county. The universal message of “Don’t Bug Me” is communicated using paid and in-kind advertising, educational materials for primary and secondary school, and public relations and publicity.

Impact

Each year, more than 135,000 local children in 200 public and private schools are reached with the “Don’t Bug Me” message. A recent survey indicated that 84 percent of all Tulsa-area mothers with school-age children were aware of the “Don’t Bug Me” program and believed it improved the health of their children. Further, since the program’s implementation, flu outbreaks are confined to the individual classroom within a school, rather than spreading throughout the school.

Challenges/success factors

“Don’t Bug Me” is geared specifically toward children, helping to educate them in a way that they can understand and implement into their lives. In addition to Louie Achooee, the program features a kid-centered, age-appropriate, dual-meaning motto (Don’t Bug Me); creative collateral materials, and a “Don’t Bug Me” poster design contest for elementary-age students. A catchy campaign theme song, which is featured in television commercials through a number of media partners, is easy to remember for children and adults throughout the community.

Future direction/sustainability

“Don’t Bug Me” has morphed slightly through the years to address topical flu-related concerns, such as vaccine shortages, bird flu and the H1N1 virus. But the timeless message at the core of “Don’t Bug Me” is highly effective at preventing the flu and other seasonal viruses from becoming widespread.

Advice to others

The “Don't Bug Me” campaign can be duplicated and personalized in any community. All campaign materials are available for easy download at www.hillcrest.com/dont-bug-me.

Contact: Elizabeth Ann Wallace
Director, Marketing
Telephone: 918-579-1077
E-mail: Elizabeth.Wallace@hillcrest.com