Since 1988, polio has been eradicated in 99% of the world. Reaching the last 1% relies on health workers in remote and dangerous areas, who often have only short interactions to convince caregivers to vaccinate their children. This is often difficult, as in some parts of the world, health workers are distrusted and misinformation has been spread about the vaccine.
Working with UNICEF, McCann Global Health reworked the global communications strategy to establish goodwill for health workers and establish vaccination as a social norm. Included in this effort was a rebrand, with a new mark to be used in all polio efforts, free of residual stigma. Partnering with UNICEF and in-country agencies, McCann developed strategies for Afghanistan, Pakistan and Nigeria, and is currently working to implement them though frontline health workers and caregivers.