NASCAR's Gordon to lead Sanofi campaign

Share this article:
In an effort to throttle up awareness of whooping cough, or pertussis, Sanofi Pasteur and the March of Dimes enlisted NASCAR driver Jeff Gordon to lead their ongoing Sounds of Pertussis campaign. Jennifer Lopez was previously the celebrity face of the campaign.  

PSAs starring Gordon will launch on national TV and radio outlets in August, according to Lori Lukus, a Sanofi Pasteur spokesperson, and will encourage parents to protect themselves by getting a pertussis booster shot. Print, online and patient education materials are also being used, according to a statement. Agencies working on the campaign include Burson-Marsteller, Victory Management Group, Kaplan Thaler Group, Publicis Modem and Optimedia, according to Lukus.  

Other campaign elements include a website (SoundsofPertussis.com) and Facebook page. By texting “SOUNDS” to 292929, participants will receive a text message five days later reminding them to get vaccinated. From the campaign website, visitors can check out Jeff Gordon's “favorite road tunes,” and download the songs from iTunes. For every song downloaded (selections run the musical gamut, from U2, Sheryl Crow and Rascal Flatts, to Rihanna, Ke$ha and Disney movie scores), 5% of the proceeds will go to the March of Dimes for pertussis education, according to the statement.

Sanofi Pasteur is donating $0.10 for each of the first 50,000 new people who “like” the Sounds of Pertussis page on Facebook. At press time, nearly 14,000 people “liked” the page.

Sanofi Pasteur markets Adacel, know as a “Tdap” vaccine (an acronym for tetanus, diphtheria and pertussis). Lukus said all Sounds of Pertussis campaign elements are unbranded, and the March of Dimes “does not endorse specific products or brands,” according to the statement.

Pertussis, which can be deadly in young children, is known for the whooping cough sound created by air being drawn through excess mucus in the body. This year through June 5, over 4,000 cases have been reported.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.