Moderna’s new CMV clinical trial site (feature image above) is part of its campaign to raise awareness around the virus.

Mod­er­na en­lists mom in­flu­encers and more in push to raise aware­ness of lit­tle known CMV

What is CMV? If you’re like most peo­ple, you don’t know. Mod­er­na wants to change that, es­pe­cial­ly for women ages 16-40 be­cause CMV, or cy­tomegalovirus, is the lead­ing in­fec­tious cause of birth de­fects in the US.

Mod­er­na — cur­rent­ly in a Phase III study of its pro­posed CMV vac­cine — is run­ning a so­cial and dig­i­tal cam­paign in­clud­ing mom in­flu­encers and part­ner­ships with pop­u­lar me­dia aimed at the tar­get au­di­ence. Its cam­paign home web­site, “Now I Know CMV” in­cludes facts and fig­ures about CMV along with out­side re­source links to the Cen­ters for Dis­ease Con­trol and the Amer­i­can Acad­e­my of Pe­di­atrics. It al­so in­cludes a link to a pre-screen­ing and sign-up web­site for Mod­er­na’s clin­i­cal tri­al, with a mod­ern styl­ized “We Vs. CMV” theme.

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