CHALLENGE

80% of those born between 1970 and 1991 in Ontario are not fully protected against mumps, and outbreak of the disease is on the rise. With the help of Partners & Edell, the Ontario Ministry of Health and Long-Term Care built a multi-pronged social media campaign to raise awareness of the on-campus Mumps Catch-Up Vaccination Program among those "advertising-elusive" university students.

STRATEGY & EXECUTION

As the viral component of the online campaign, Fuel Films made two commercial-length embeddable videos (Hockey & Party), each with an edited short teaser, that expose the impact of mumps physically, socially, and sexually – three powerful motivational drivers among university students.

The scare tactic was designed to build an online buzz and drive people to the social media info sites about the Mumps; jarring students out of apathy toward getting immunized.

RESULTS

The Ontario government’s first attempt at viral marketing successfully exceeded their expectations as tens of thousands of students watched the videos and spread the word through social media. True to Fuel form, the ‘Hockey’ video made the Huffington Post’s list of weirdest PSAs ever made.