CDC Wins Hermes Gold Award for Mobile Game Targeting Health Disparate Populations
With over 6,000 entries from across the United States, Canada, and several other countries, CDC is proud to have been named as a recipient of the Hermes Gold for Mobile Information Experience Award. Hermes awards recognize outstanding work in the marketing, advertising, production, and communications industry. Other recipients in the mobile creative design categories include Dainik Bhaskar Group of Mumbai, India, Allstate Insurance, and AstraZeneca.
With the development of this mobile game, CDC created a custom gaming experience that captivates and engages users in order to raise awareness about flu vaccination. The key was to make the gaming experience mobile friendly with a tap-to-play functionality. At the end of the game, users are directed to the CDC flu website. Adult flu vaccination coverage rates among adult Hispanics (44.3%) and American Indians/Alaska Natives (48%) are low. This digital strategy was selected based on the high use of American Indian and Hispanic gamers who are young women; our target audience for this campaign. The game was launched as an ad buy in December and February with impressive results as mobile users not only played the game but clicked on additional information about flu vaccines on the CDC website.