Taking Twitter by Storm

INFECTIOUS DISEASES SOCIETY OF AMERICA

SHOWCASE
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SPREAD THE TRUTH ABOUT VACCINATION

In 2019, the World Health Organization (WHO) named vaccine hesitancy one of the top threats to global public health and pockets of low vaccination rates allowed measles to resurface in the U.S. Despite this, anti-vaccine advocates continue to draw significant attention and use social media to spread misinformation.

Advocacy efforts around vaccines had never been more important and there was an opportunity to spread the truth about vaccines. In an effort to engage the public and IDSA members on this issue, PCI planned and executed a Twitterstorm, PCI planned and executed a Twitterstorm in conjunction with IDWeek 2019, driving a sudden spike in activity surrounding a certain topic on Twitter, to shift the narrative to highlight positive vaccine stories and pro-vaccine advocates and all the good that they’ve done.

KEY PROGRAM ACTIVITIES
Create a positive narrative on Twitter around the importance of vaccines and elevate IDWeek and providers in the infectious disease space as thought leaders.
Drive 500 pageviews to Twitterstorm landing page leading up to and during the event.
Secure 5,000 uses of the hashtag during the Twitterstorm and following it by consumers, partner organizations and members/IDWeek attendees.
Launch a Twitterstorm to drive awareness and engagement around the importance of vaccines.
Make the hashtag “go viral” by appearing on trending lists measured by Twitter or Symplur.
RESULTS
1,791 Pageviews of the Twitterstorm landing page
339.6 M Impressions
9,500+ Tweets using #WhyIVaccinate
#WhyIVaccinate Trending hashtag across the globe
#1 Trending hashtag in D.C.
#5 Trending hashtag in U.S.
#28 Trending hashtag in the world
#WhyIVaccinate
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