HIGHLIGHTS
- Zika hit the U.S., and CDC had to respond immediately
- Abt designed a behavioral marketing campaign in record time
- We reached 37 million people through all media platforms
The Challenge
The pictures from Brazil showed babies born with small heads or distended limbs. They were victims of Zika, the first mosquito-transmitted virus to cause devastating birth defects. Brazil and Puerto Rico reported growing numbers of Zika-related cases in early 2016 and, by July, officials had verified the first Zika cases in the U.S.. Thus began an extraordinary, lightning-speed, Abt-led communications campaign for the Centers for Disease Control and Prevention (CDC). |
The Results
The team took only three days to test and deploy a comprehensive behavioral marketing campaign in English and Spanish. It reached more than 26 million people in the U.S. and 11 million people in Puerto Rico through all media platforms. A team of subject matter, communications, design, and media experts was on-hand 24/7 to respond quickly to outbreaks and potential crisis situations. |