Qorvis MSLGROUP has been working with the Association for Professionals in Infection Control and Epidemiology (APIC) for nearly a decade. The association’s flagship journal, American Journal of Infection Control, publishes monthly articles devoted to infection prevention. Typical coverage is around 10 or so stories. But a study published in the August 2014 issue provided a break out opportunity to reach consumers. The study offered proof that to avoid spreading germs, a fist bump is better than a handshake or a high five.
Qorvis MSLGROUP developed and executed a media engagement campaign that garnered mass international attention about fist bumping and germs. The Associated Press story was picked-up in 150+ outlets across the globe. Additionally, Qorvis MSLGROUP secured interviews with USA Today, NBC and CBS, and the story was picked up by AARP Blog, ABC News, Associated Press, BBC, CNBC, CNN, and The Washington Post, among many others.
To date, the study has generated more than 600 articles and more than 1 billion impressions. The study was used on the Wait Wait Don’t Tell Me news quiz the weekend after the story broke. It was also discussed among the anchors of The Today Show and Good Morning America. Even Jimmy Fallon did a fist-bump joke on his late night show.