Campaign details

Brand: Pfizer Vaccines UK
Agency: Burson Cohn & Wolfe

Overview

Meningococcal meningitis is an uncommon, but serious disease that—if left unattended for as little as 24 hours—can result in life-altering, long-term disabilities, or even death.

In response to the fact UK adolescents (aged 15-24) are largely unaware they're the second most likely age group to develop meningococcal meningitis, Pfizer, the maker of meningococcal meningitis vaccines, wanted to convey the risks -and provide information to young people on how they could protect themselves - through an integrated influencer marketing campaign.

Knowing adolescent audiences are one of the most difficult age groups to reach and influence, Pfizer built its #24YouHaveThePower campaign on a research-based insight: that the target group (adolescents) said they would take notice of health-related topics if they were flagged by their favourite blogger or vlogger.