The Art of Transforming Attention

Used without express written approval…..

In February, I did a post about the Super Bowl Ads and how they are sometimes used for reputation/public affairs purposes—specifically noting the GM/Norway spot, Robinhood, and Lowe’s.

My point was that you should be aware of being on the big stage and be prepared to tell a big story.

Recently, I was watching a Boston Red Sox game and I saw this signage on the wall behind the batter—space usually reserved for big B2C brands.

It’s interesting and very smart, in my mind. Situational awareness is key to survival in today’s world, and Moderna realized, as they say in Hamilton, “history has its eyes on you.” For all the time we spend begging for attention, you’d like to think you’d be ready when events cause the world to look at you voluntarily.

Here are three things I think are worth noting. Keep the term “mRNA” in your mind. (Note, also that RNA has typically been the Jeff Spicoli of genetics).

Damage Mitigation

The first is damage mitigation. It’s no secret that misinformation about the virus is rampant out there. Below is an infographic from the News Literacy Project, if you are interested in seeing what’s flying around—note the mRNA focus. The chance to change the mRNA conversation and using public affairs advertising and a web presence to fulfill that are solid plays in this space.

Positioning for the Future

There’s a second level. mRNA is a potentially transformational technology, one that could forever change how humans tackle diseases, including cancer. Moderna has a clear interest in building acceptance of the modality and, of course, making its brand synonymous with mRNA.

So, beyond damage mitigation, there’s a future to be seized, one that was already envisioned by Moderna but accelerated by the pandemic.

Influencing Decision-Makers and Investors

So, I know what you are saying. Will the people who buy these conspiracy theories really change their minds based on this website.

The answer, of course, is no…not very many of them.

If that was our concern we’d never communicate on any controversy. There are two meaningful audiences we can influence.

FIrst, what we call the '“engaged public.” The people who work in healthcare, who are in leadership positions, who influence government at the national and local level, including a local health department. People who influence other people. People who like to understand their world. Our goal here is partly just to build a firewall—to contain the misinformation where it is and even create ancitipation for the future among a more engaged public.

It may seem quaint, but that’s always been the right play and it is still the right play and probably the only play.

There’s a second group—possibly a subset—and that is investors. The opportunity to attract capital to the rush to change our relationship to disease has to be attractive….of course, existing investors aren’t sorry to see their portfolios grow either.

Embracing the Moment

One last thing. When faced with an mRNA-like controversy, many organizations would have been tempted to send attention elsewhere. “We need people to know we are more than mRNA.,” might have been the edict. “We don’t want to draw more attention to the issue” would be another. I love that they embraced it and doubled down on it. Check out my Resilient5 whitepaper for how GameStop could have done the same thing.