Every year, April 24 is chosen as World Meningitis Day, a disease considered one of the leading causes of death among children and adolescents, and causes inflammation of the membranes that cover the brain and spinal cord.
According to the Spanish Society of Neurology, vaccination has been key to reducing cases related to the disease, which is why this year we saw the concept #UnMundoSinMeningitis within the trending topics promoted on Twitter.
According to the publications of the official account of the movement ‘Ambassadors for vaccination’, supported by Sanofi Mexico, the campaign positioned on social networks had as its main objective to raise the advantages of vaccination against meningitis and, secondly, to inform the opinion public about its characteristics to promote prevention.
The campaign audit conducted by Metrics from April 10 to 30, 2021, where around 1,000 posts were analyzed, indicates that the hashtag had a reach of 91,000 people.
The trend on Twitter helped drive the impact on meningitis, since in a comparison of activity this concept meant 68% more messages than those normally published on April 24 on this topic.
The attitude towards the hashtag was 67% positive (out of 508 posts), that according to the Metrics performance algorithm, the cost per positive positioning per message was $ 20.
The messages in favor focused on the dissemination of the importance of vaccination against meningitis, and the pride that users felt when promoting and participating in prevention programs, which shows that the campaign fulfilled its qualitative objective, since the audiences who participated focused on the main point: the meningitis vaccine.
On the other hand, 32% of the publications related to the hashtag were negative, which focused on complaints to the government for not having the vaccine to prevent the disease and also the demand to have it available to help keep children and adolescents healthy.
This campaign made it possible to inform public opinion about the importance of preventive actions for the disease. It is an example of filling the information gap on specialized topics that, with the right message for the target audience, can have a positive effect on collective awareness.
