Overview In March of 2012, Dr. Myiesha Taylor (Xavier University of Louisiana alum) was watching the new Disney's children's program Doc McStuffins with her four year old daughter Hana As the image of this little African American girl pretending to be a physician and her physician mother filled the screen, Dr. Taylor was brought back to her own childhood dreams of becoming a physician. She fondly remembered how she use to "play doctor" with her toys and cure all the ills that they faced. Case Study: We Are Doc McStuffins Campaign Dr. Taylor was so moved by the image of Doc McStuffins that she wanted to organize other African American female physicians to join with her in encouraging African American children and girls to pursue careers in medicine. The joint “We Are Doc McStuffins” campaign and National Doc McStuffins Doc Mobile Tour were the culmination of this campaign. Audience Primary Audience: African American Community Secondary Audiences: Girls, Physicians, Policy Makers, Media Objectives Educate African Americans and girls that a career in medicine is a viable goal. Raise public awareness regarding the importance of having a positive image/role model such as Doc McStuffins for young children. Strategy & Execution Use Visual Image – Since what makes the cartoon Doc McStuffins so important is the positive visual image it conveys to children, we felt it was important that any public relations tools use image to convey the mesage. The collage became a powerful tool to express The important social impact of Disney’s Doc McStuffins. Social Media – Having zero funds to allocate to this endeavor, we had to be very creative in finding ways to share our goals and vision for this campaign. Facebook was utilized to organize physician participation in the 10 city Doc McStuffins Doc Mobile Tour. Facebook and Twitter were used to share information with our physician members and to raise public awareness of Artemis Medical Society participation in the national tour. The response on Facebook and Twitter to the tour was immediate and overwhelming. Within a few days a large number of physicians and public had started to share information about he tour. Media Outreach – After the public release of the tour schedule, Artemis Medical Society purposely engaged with media in all 10 tour stop media markets. Artemis Medical Society was very successful in engaging all forms of media about the campaign and conducted many interviews including shooting live from the New York City Times Square tour stop for Good Morning America.

Results The We Are Doc McStuffins Doc Mobile Tour was an amazing success that reach over 50,000 parents and children around the nation. The tour received glowing coverage in print, broadcast and online media. The campaign and our mission have been featured by Good Morning American, the Associated Press, ESSENCE Magazine and received a special “shout out” by Melissa Harris Perry during her MSNBC program. Overwhelmingly the traditional media applauded the We Are Doc McStuffins Doc Mobile Tour in their coverage. In addition, many individuals found the images and message compelling and shared it on Facebook, Twitter, Pintrest and more. Finally the tour helped Artemis Medical Society grow from 12 founding members to over 3500 physicians from around the world. HONORS Case Study: We Are Doc McStuffins Movement - Black Doctors See Hope in TV’s “Doc McStuffins”