Stop Zika Campaign
A comprehensive education campaign to fight the Zika epidemic in Puerto Rico
Centers for Disease Control and Prevention, FleishmanHillard Puerto Rico, Puerto Rico Department of Health
In August 2016, the U.S. government declared a public health emergency in Puerto Rico because of the Zika epidemic. Zika virus infection during pregnancy can cause severe brain defects, making this outbreak a serious risk to pregnant women.
To combat this risk, RTI experts in communication science and social marketing developed a campaign—directing users to the This Is How We Stop Zika website or the social media home on Facebook—to educate pregnant women in Puerto Rico to protect themselves from Zika virus.
Our campaign used clear language and uplifting messages to encourage pregnant women to protect themselves and to encourage their partners, family, and community to take action to reduce the spread of Zika.
The multimedia campaign included television and radio interviews and public service announcements, national and regional newspaper ads, billboards throughout Puerto Rico, social media, web, and mobile ads and banners, as well as engagement with traditional and social media influencers across the island. The campaign also included Zika Action Day, which was attended by more than 800 residents of Caguas, a community located near the capital of San Juan.
By showing people how to protect themselves from Zika infection, the campaign aims to both empower and educate—and ultimately, to safeguard the people of Puerto Rico, especially pregnant women, against this alarming epidemic.