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Branding and Trust - Gaining Acceptance for COVID-19 Vaccines, April 7, 4:00pm (PDT) - Shared screen with speaker view
Nadine Kano MBA '97
48:44
What about people who aren't into sports?
Kathy Starrs
49:21
I have the same question!
Elizaberh Gage MBA'80
49:38
Sounds great! And I’m not much of a sports fan.
Gabby Kouchacji, MBA '16
50:38
i wonder what the demographic is like of people that aren’t getting the shot. maybe it is a lot of sports fans, and this message speaks to them?
Elizabeth Atcheson MBA '86
51:02
It also ties to Hamilton and Lin Manuel Miranda "I'm not throwing away my shot"
Deirdre Black
51:05
I think it is especially interesting that you can scale the reach of the influencer from celebrity to local trusted figure.
Douglas Troxel
51:24
What about "Moon Shot"
Ellen Peters (she/her/hers)
51:28
There are particular populations who are more vaccine-hesitant than others or at least more skeptical about the medical establishment - African Americans, Latinos, indigenous communities, progressive subgroups in the vegan and alternative medicine communities. How well do you think your approach will work?
Nadine Kano MBA '97
53:28
Wayne Gretzky: You miss 100% of the shots you don't take.
Elizabeth Atcheson MBA '86
54:17
Geena Davis is a serious archer, fyi
Carrie Oliver, MBA '95
54:40
In the spirit of road testing the idea, are you concerned that some will take “shot” in a different direction e.g. gunfire?
Gregg Paisley, MBA '92
55:01
Yes "take a shot" or "take the shot" has different meanings to different people, but nonetheless resonates universally... and lends itself to just about any spokesperson. So GREAT CONCEPT / CATCHPHRASE, you guys!
Deirdre Black
56:56
Is there a way to measure the impact of your campaign? Do viewers click something or indicate thumbs up? Obviously you won’t have access to vaccine records to know how many actually got the vaccine.
Nadine Kano MBA '97
57:13
Ellen Peters, also Republican men.
Mark Breier
57:22
How to go after the hesitant (waiting to see if vaccine has adverse impacts) and the deniers (Covid < Flu)
Ellen Peters (she/her/hers)
57:28
Agree Nadine Kano
Ellen Peters (she/her/hers)
59:01
Is there a way to extend this campaign into the religious communities that many trust?
Mark Breier
59:25
Drinking shots...!
Deirdre Black
01:01:51
what is the name of the gentleman in the box with Scott Bedbury?
Mark Breier
01:02:12
I was schooled in creative strategy: 1) what does target think?; 2) what do you want target to think; and 3) what do you need to tell them to get from #1 - #2 (BTW, former VP of MKTG at AMZN)
Kathleen Lehman, GSB Staff
01:02:16
Scott's son Nick
Rahul (Raj) Bhandari www.SlingshotMethod.com
01:02:25
This type of campaign get’s expensive fast. What is the funding strategy? How can folks on this call engage/help?
Carrie Oliver, MBA '95
01:02:51
Are you hoping that non-famous people will share their own shot? Perhaps as an alternative to posting one’s vaccine credentials.
samantha hart
01:03:06
We just spent a week in South Central and East LA filming the community and their hesitancy in taking the vaccine. They are skeptical that it won’t be the same as what they give in Beverly Hills.
Rahul (Raj) Bhandari www.SlingshotMethod.com
01:04:39
Also, this is a melting ice cube. As people get the shot and pandemic get’s under control, the urgency may dissipate. Plus so many other campaigns focusing on awareness creation. So small window to get it out there fast and get people to step up/engage.
samantha hart
01:06:59
They are extant leaders
Mark Breier
01:07:02
Is it possible for a celebratory theme of "it's coming" -- "come aboard" -- vaccination proof will be needed to board plane, boat, work, etc. (may need to work with regulators)
samantha hart
01:07:17
They are not pastors - they are ex gang leaders.
samantha hart
01:07:29
They are gang interventionist
samantha hart
01:07:39
They have all been shot for real
samantha hart
01:10:21
Check out this piece we just created for an organization in south central and east la: https://wildbill.gosimian.com/sp/a/83NcGq0Q81rRFOh4ImJJgQ/
Rahul (Raj) www.SlingshotMethod.com
01:10:29
Lot of insights from Behavioral Economics that can be leveraged in this campaign to power the call to action (CTA)
Ellen Peters (she/her/hers)
01:12:19
One example from psychology/behavioral economics is that telling people that their shot is “waiting” or “reserved” for them boosts vaccine rates.
Mark Breier
01:14:38
Could clever visual show, real-time, vaccinated vs non-vaccinated population and deaths from Covid/vaccine? Done right, would show sorrowful far greater deaths among the non-vaccinated
Kat
01:19:41
do you have tips for brands that want to support the cause through storytelling but don't want to come across as manipulative?
Rahul (Raj) www.SlingshotMethod.com
01:20:49
What are your thoughts about the follow on “booster” shots? As the virus mutates the “booster” shots are almost certain. That is the long tail and so vital to success in curbing the pandemic (of more deadly and viral mutations).
Ellen Peters (she/her/hers)
01:21:14
It belongs to you!!!
Rahul (Raj) www.SlingshotMethod.com
01:22:24
second shot
Deirdre Black
01:22:44
Is there any way to measure impact of the campaign?
Ellen Peters (she/her/hers)
01:23:31
@Deirdre, it would be great to measure impact and if it's different in different groups. You could think about modifications then to try to bring more in.
Mark Breier
01:24:13
I know Adam Silver at NBA -- they are co-motivated to fill indoor arenas.
Rahul (Raj) www.SlingshotMethod.com
01:24:16
Most don’t get a second shot. When you get a second shot, take it!
Rachel Diebner
01:27:15
Need to drop, but thank you for sharing the awesome work you're doing and for the great discussion!
Gregg Paisley, MBA '92
01:27:38
Great event and presentation Michael, Scott, Ari, Nick! Keep up the good work and thanks so much!
Nadine Kano MBA '97
01:28:54
Why not make stars out of scientists? Alison Buttenheim GSB '97 is a public health scientist who runs a Facebook page called "Dear Pandemic" with other female scientists. They call themselves the "nerdy girls."
Christy
01:30:00
Thank you everyone!
Gabby Kouchacji, MBA '16
01:30:02
This could be wildly inappropriate, but my cousin is high up at comms at the NRA. Seems like that demographic is in need of some coercion to get a “shot” Definitely delicate communications however… not sure how I feel about it now that I think about it
Mark Breier
01:31:07
AMZN might support; interesting as part of pro-employee PR push; but they contrastingly offered Biden COVID help from AMZN vs Trump (I know Andy Jassy, if interested)
Deepak M
01:32:51
I discussed it with Michael, and I am pursuing it with Microsoft Marketing.
Ellen Peters (she/her/hers)
01:33:25
Nick, Scott, Ari, and Michael, thank you so much. This is a terrific project and presentation!!
Gabby Kouchacji, MBA '16
01:33:33
Thank you!
Rahul (Raj) www.SlingshotMethod.com
01:33:41
Thank you!!
Douglas Troxel
01:33:59
Mahalo!
Mark Breier
01:34:08
Thanks!
Elizabeth Atcheson MBA '86
01:34:09
Thank you all so much -- terrific session!
Carrie Oliver, MBA '95
01:34:09
Thank you!