GSK Know Meningococcal

Most Australian parents know about meningococcal disease. What they don’t know is that there are multiple strains and not all of them are covered by the routine vaccination schedule.
One strain in particular – Men B – blindsides many parents, because it’s not included in the standard list. You have to know to ask for it.

But how do you ask for something if you don’t even know it exists?

That was the communications gap we had to close.

Vaccination decisions don’t happen in a vacuum. They happen in mum groups, DMs, comment threads, and late-night Google spirals. In those moments of uncertainty, peer-to-peer influence is far more powerful than pharma logos or dry fact sheets. When it comes to their kids, parents trust other parents first.

So we built a strategy that treated knowledge as power and made sure it came from the voices that mattered most.

Make Men B a mainstream topic in mum-to-mum conversations.

We built a fully integrated comms strategy designed to get the right information in front of the right parents, at the exact moments they’re asking: “What’s the best choice for my child?”

Our approach was to arm real parents with knowledge, and a platform to share it.

We let powerful stories do the work, not medical jargon.

We engineered the communications ecosystem that would make the creative concept ‘Know Meningoccal’ land.

We anchored the campaign around real stories from parents affected by meningococcal disease, and trusted parent-advocates with influence.

To lead the charge, we identified high-profile new mum Kyly Clarke, supported by everyday parents and micro-influencers, as the right voices to take the message mainstream.

A channel-agnostic strategy across earned, owned, and paid with peer-to-peer storytelling at the heart.

Celebrity Partnership: Kyly Clarke drove awareness via paid social and earned PR, bringing credibility and emotional weight.

Media Launch: Event featuring Kyly and families affected by meningococcal drove national headlines.

Paid Content Partnerships: Deep-dive education through Mamamia, Mum Central and Stay At Home Mum

Micro-Influencers: Through Nuffnang and Social Soup, we gave everyday mums the tools to share what they’d learned on Facebook, Instagram, and in private conversations.

Always-On Digital: Every piece of content directed parents to a central digital resource hub.

• 1M+ earned media reach with 185 stories – 86% in tier-one media
• 49.9M impressions led by Kyly Clarke’s ambassadorship
• 405,000+ reach and 7,900+ engagements from Kyly’s owned social
• 1.18M reach and 108k clicks from Nuffnang mum content (8.4% engagement rate)
• 1,000+ mums from Social Soup created content, generating over 16,000 engagements
• Engagement rates >7% on Facebook and Instagram – well above benchmarks

We didn’t just spread awareness, we activated conversations where they mattered most.
We met parents at moments of uncertainty and helped them feel informed, not overwhelmed. We helped them know what they didn’t know and gave them the confidence to ask.

Because when knowledge spreads parent to parent, it doesn’t just educate, it protects.

Work completed as an employee and part of the team at We. Communications.