Prevnar 20 is a one-dose vaccine to help prevent pneumococcal pneumonia in adults.
The audience.
Certain underlying conditions increase the risk of pneumococcal pneumonia in adults 19 and older, even if they feel healthy.
The challenge.
But many of them don’t know their risk factors, don’t realize how serious pneumonia can be, and aren’t aware that pneumococcal infection is a year-round risk.
The ask.
Previously, the brand focused on the dangers of staying unvaccinated. This time, we wanted to motivate action with an optimistic, solution-oriented campaign.
I WANT TO KEEP MY PLANS.
That’s why I'm protecting myself with Prevnar 20, a Pfizer vaccine.
“Get on with it”
:60 TV Spot shot in Portugal. The creative team pulled together a “super shoot” where we filmed the tv spot as well as several shorter, vertical videos to be used for social.
Print brochure highlighted new CDC recommendation and divided content by risk group
Lesser known info about pneumococcal pneumonia without being too "scary"
Adults 50+ often don't realize they're at risk, even if they feel healthy
Younger adults with certain other conditions are at higher risk
Addressing the risk is simple since Prevnar is just one shot
Campaign imagery reinforces the plans no one wants to cancel because of sickness
While you wait
This in-office tear pad was kept in waiting rooms to encourage adults to talk to their doctor about getting Prevnar 20 that same day.
