Pandemic Flu Leadership Blog

Ogilvy PR coordinated a day long Leadership Forum in Washington D.C. to gather prominent leaders from these four sectors to talk about the most effective strategies to engage their peers in the effort. But how could we leverage the event to generate awareness among leaders who would not be in the room?

The Digital Influence team analyzed online discussion about pandemic flu and discovered that, although the subject had slipped from the headlines, it was still being discussed within social media, including a high volume of chatter within a committed community that referred to themselves as “flublogia,” who believed the government was telling citizens, “You’re on your own.” Therefore, in addition to engaging prominent leaders, we needed to demonstrate that the government was listening and willing to engage with citizens in a transparent conversation about what needed to be done to prepare. Case Study