Pfizer: Science will win on TikTok

Pfizer, a vaccine developer, launched a TikTok campaign to promote confidence in the future of scientific innovation by partnering with influencers to explain complex medical science and dispel myths about vaccines.

Narrative

Situation Analysis

More than at any time in recent history, the pandemic has made some groups of people question the validity of science, particularly as it relates to the mRNA-based COVID-19 vaccines. Vaccine misinformation rose to a fever pitch as vaccines were being launched and have continued ever since, with questions like, "Will the vaccines make me magnetic?" "Will they affect my fertility?" and "Will they actually cause COVID?" constantly being raised.

While Pfizer, developer of one of the mRNA vaccines, has been addressing misinformation through social channels and mainstream media under its #sciencewillwin initiative, it realized it wasn't...

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