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Typhim Vi Vaccine brand positioning campaign

Client: Sanofi Pasteur

The Challenge

  • Create market demand for Typhim Vi vaccine within the regulatory requirements in a way that was socially, legally, ethically and professionally acceptable.


The Positioning

  • Positioned typhoid as a public health problem that required a multi-sectoral approach in its prevention, treatment and management within accepted guidelines.


The Strategies

  • Created a platform that leveraged the issue as a compelling story for the media and worked with NMG as the anchor media
  • Developed trusted relationships with professional associations that provided multiple opportunities to discuss the issue with multiple influencers


The Results

  • MOH made it mandatory that food-handlers must be vaccinated against typhoid and hold a typhoid vaccination certificate
  • Number of individuals who chose and paid for vaccination as a protective measure against typhoid  increased by 15 times after first four months.
  • 50 print articles that framed typhoid as a public health program and supported the campaign positioning

 

 

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