One of many social media graphics included within the “Wild to Gentle” flu vaccination marketing campaign run by the Facilities for Illness Management and Prevention.
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The Facilities for Illness Management and Prevention is stopping a profitable flu vaccination marketing campaign that juxtaposed pictures of untamed animals, comparable to a lion, with cute counterparts, like a kitten, as an analogy for the way immunization might help tame the flu.
The information was shared with workers throughout a gathering on Wednesday, in keeping with two CDC staffers who spoke with NPR on the situation of anonymity as a result of they weren’t licensed to talk publicly, and a recording reviewed by NPR.
In the course of the assembly, management on the Nationwide Heart for Immunization and Respiratory Illnesses informed CDC workers that the Division of Well being and Human Companies had reviewed the marketing campaign and suggested that it might not proceed.
The transfer comes throughout Robert F. Kennedy Jr.’s first full week on the job as head of HHS.
The “Wild to Gentle” flu vaccination marketing campaign sought to encourage folks to get the flu vaccine. Particularly, the marketing campaign aimed to speak that flu vaccination can reduce signs and the possibility of getting severely ailing, even when it would not stop somebody from catching the flu.
The Trump administration’s determination to drag the marketing campaign comes within the midst of a brutal flu season that is nonetheless raging. Greater than 50,000 sufferers have been admitted to hospitals for influenza in the course of the week ending Feb. 8, the very best degree in 15 years.
Paid media for the advert marketing campaign was ending on Wednesday, in keeping with one of many present CDC workers members who spoke to NPR. The web site for the “Wild to Gentle” vaccination marketing campaign is already offline.
Requests for remark to the CDC and HHS weren’t instantly returned.
The marketing campaign sought to “reset public expectations round what a flu vaccine can do within the occasion that it doesn’t fully stop sickness,” in accordance to the CDC’s webpage describing the launch of the marketing campaign in 2023. It was renewed for the present flu season.
“We discovered that it was very profitable—folks understood the message, [and] they have been swayed by the message,” Erin Burns, affiliate director for communications within the CDC’s Influenza Division, informed the commerce web site Fierce Pharma in October 2024.
The marketing campaign was a response to falling flu vaccination charges for the reason that begin of the COVID-19 pandemic and focused teams at increased threat, the CDC’s launch webpage says, “particularly pregnant girls and kids.”
“The CDC marketing campaign is a inventive and efficient approach of conveying a particularly vital public well being message about ‘partial safety’ vs. ‘full prevention’ of illness,” Marla Dalton, govt director of the Nationwide Basis for Infectious Illnesses, informed NPR in an e mail.
Whereas it was primarily digital, the marketing campaign additionally discovered a house in public transit over the autumn. “Wild to Gentle” branding was wrapped round trains in 4 main cities, and adverts have been featured at mass transit stations. In line with a presentation from the CDC in November, these adverts reached greater than 30 million riders and generated one other 30 million digital impressions by the top of October final 12 months.
It is unclear how a lot time was left within the marketing campaign, however it might have at the least gone by way of the top of this flu season and the supplies would have stayed on the company’s web site, one of many CDC staffers informed NPR.
Have data you wish to share in regards to the ongoing adjustments at federal well being companies? Attain out by way of encrypted communications: Will Stone @wstonereports.95
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