In the wake of a meningitis outbreak, the University of Oregon Health Center needed a campaign that would raise awareness of the disease and how it spreads. 

My team created an interactive and digital campaign that spread virally across the campus much like the disease itself. To engage the student body we created a mysterious character "M" out of meningitis, gave him his own voice through Twitter, plastered his brand all over campus and lead the University through a week-long series of clues as they tried to unlock M's identity.

In 9 days, UNCOVERM became the most successful UO advertising campaign ever. Through website and messaging we were able to reach 1 in 4 undergrads, had 156,000 Twitter impressions and broke all webmail benchmarks with a 53% open rate and 21% unique clicks.

To learn more about this campaign, take a look at this article in The Daily Emerald.

ON-CAMPUS GUERRILLA

In order to drive student curiosity, we covered campus every morning with stickers, posters, lipstick, banners and took over video screens in various buildings. The hashtag #UncoverM directed students to M's Twitter account, which acted as the campaign's digital hub.  

SOCIAL

All of the print and guerrilla messaging were inscribed with #UncoverM which drove students to the Twitter account @M_Oregon. Each day, M would tweet out a clue relating to his identity and would encourage students to decode the password that would unlock the website, UncoverM.com.

WEBMAIL BLAST

To unveil the UncoverM website, the University Health Center sent out an e-mail from M to 20,000 undergrads. The e-mail broke webmail benchmarks with a 53% open rate (benchmark being 20%) and 21% unique clicks (benchmark being only 3%). 

After a week and a half, the website was announced via a campus-wide e-mail blast and unlocked to reveal all of the prevention tips. Each tip related to a clue that we tweeted, and each clue began with a specific letter, that when put in order spelled "meningitis." The site is a resource for students to find information about meningitis and various ways to prevent it from spreading.