Breathe Easy West Virginia: Promoting Respiratory Health This Fall

In September 2024, The Manahan Group collaborated with the West Virginia Department of Health’s Bureau for Public Health to develop and implement the Breathe Easy WV public health initiative. This fall respiratory illness awareness campaign aimed to educate residents about the importance of vaccinations against flu, COVID-19, and RSV during the peak months of October through December. 

Innovative Messaging Approach

Departing from traditional “get your shot” narratives, the campaign emphasized community well-being. The core message highlighted that getting vaccinated protects not just oneself but also family, friends, and the broader community. This approach aimed to foster a sense of collective responsibility and care.

Rapid Development and Deployment

Faced with a tight deadline, The Manahan Group successfully produced and launched the campaign within a month.

Deliverables included:

• :30 and :15-second TV spots
• :30 and :15-second radio spots
• A dedicated campaign website​

The campaign commenced on October 7, achieving over 4 million impressions and 1,400 website clicks in its first week.​

Comprehensive Outreach Strategy

The Breathe Easy WV public health initiative utilized a multi-channel approach to reach diverse demographics:​

• Television and radio advertisements
• Social media engagement
• Community outreach events
• Informational materials distributed statewide​

This strategy ensured widespread awareness and encouraged vaccination uptake across the state.​

Visit the site to find a vaccine near you: breatheeasy.wv.gov