Audience and goal of advertisement / campaign:
• Brand Positioning
– Novartis Vaccines is dedicated to protecting the public health by making it easier to protect the health of everyone around you
• Target
– Those who are most concerned about protecting those close to them- Mothers
• Communication Objectives
– Create Awareness of the need for prevention and drive intent to vaccinate
– Drive consumers to the right channels (where Novartis has a strategic partnership or high share)
