Rotavirus gastroenteritis is a common virus in Bulgaria and affects children under the age of 5. Most mothers are not sufficiently informed about the problem and do not know how to protect their children. Patient prganizations do not pay enough attention to the threat rotavirus gastroenteritis infection causes. The company needs to:
- Inform mothers of the virus’ threats
- Educate them how to protect their children from infection
- Raise recognition of Rotarix™ vaccine
Our strategic approach included identifying and developing a communication channel that would give us direct access to mothers and mothers-to-be and would allow us to build relationships as well as carry out transparent and honest communication in order to build trust.
In an information campaign continuing for 6 years now, AMI Communications organizes a series of seminars for mothers-to-be in different towns in Bulgaria. The lectures aim to introduce the risks of rotavirus infection to children and encourage mothers to use GlaxoSmithKline’s (GSK) vaccine – Rotarix™. The campaign involves highly qualified specialists to provide mothers with objective information and answer their questions. Lectures are held as part of the special parenting academy, where women receive information brochures and materials.
- For the period between 2011-2016, 645 lectures were delivered in 15 of the biggest Bulgarian towns, such as Sofia, Varna, Plovdiv, Veliko Tarnovo, Burgas among others.
- Nearly 24 000 mothers attended the lectures and learned about the risks of rotavirus gastroenteritis infection.
- Raised awareness of rotavirus gastroenteritis infection threats as well as of prevention methods
- Raised awareness of GSK Rotarix™ vaccine
- The campaign’s success is the reason it continues to take place into 2017.