Research/Situation Analysis

  • Baby boomers, the generation that transformed attitudes about families, the environment, human rights and more are now re-defining old age. More than any generation before them, Boomers wants to keep "booming," by staying socially, intellectually and physically active, seeking new adventures and checking off items on their bucket list.
  • But even healthy and active adults as young as 65 can't avoid every consequence of aging. Because their immune systems weaken with increasing age, they are at risk for diseases like pneumococcal pneumonia, a potentially serious bacterial lung disease. In fact, adults 65+ are over 10 times more likely to be hospitalized with pneumococcal pneumonia than adults 18-49.
  • Pfizer, the maker of the leading adult vaccine for prevention of pneumococcal pneumonia, saw an opportunity to educate adults 65 and older about the risk of pneumococcal pneumonia and the importance of vaccination. The challenge: Although pneumococcal pneumonia turns Boomers into Seniors, Boomers don't see themselves as Seniors -- so they don't personally feel at risk.
  • Pre and Post campaign research with target Boomers age 65 and older showed significant changes in awareness and action following the campaign.