How Google CEO helped protect kids from the flu using sharable information

The American Marketing Association-Kansas City’s series of monthly professional development events continues in August with a presentation by an executive with Nebraska-based ad agency Bailey Lauerman about an extremely successful social media campaign that helped thousands of children in the San Francisco area.

In one of the earliest and possibly fiercest influenza seasons in several years, Google CEO Larry Page’s foundation offered free flu shots to all Bay-area children. Bailey Lauerman, recently named 2013 Small Agency of the Year by Advertising Age, along with TotalWellness, a national corporate health and wellness company, joined forces to ensure that as many children as possible benefited from the free vaccines.

Mary Palu, executive vice president, connections strategy at Bailey Lauerman, will present how, with no paid media budget and an extremely short time frame, the team leveraged the power of shareable information – both on- and off-line – to result in nearly 5,000 children being vaccinated in just 60 days – more than 33 percent more than participating pharmacies administered in the same time frame the previous year. The “Shoo the Flu” campaign was named “Best Social Media Campaign of the Year” by Ragan’s PR Daily Awards.

The presentation is scheduled for 11:15 a.m.-1 p.m. Aug. 27 at the Google Fiber Space, 1820 Westport Road in Kansas City, Mo. The event is $25 for AMA-KC members, $40 for non-members and $20 for students. Go to for more information and to register. There are a limited number of scholarships available for students. Those interested can contact Cynthia Edmunds at

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