Healthcare-associated infections lead to thousands of deaths each year. It takes four specific actions to reduce those infections. When the U.S. Department of Health and Human Services came to us to communicate all four messages, we knew it had to be done in a way that was simple and memorable.
We developed an easy-to-remember acronym—WAVE—made up of the first letters of the four steps to HAI prevention and put this acronym into bold, yet friendly, designs that would stand out and engage our audience. PSA bus boards and dioramas placed near hospitals and on transportation to hospitals, along with collateral materials, assured that our message would reach our intended audience.
The PSAs had an equivalent ad value of more than $2.1 million. Online paid advertising registered more than 700,000 impressions and collateral materials were distributed to hospitals throughout the U.S. And the campaign led to increased awareness, prevention and important discussions among the general public and healthcare providers.