CLIENT
Pfizer
Alexandra Gruener, Vice President Marketing
Amy Singer, Senior Director
AGENCY
Bruce Jacobson, Executive Creative Director
Guillermo Aracena, Group Creative Director
Belle Frank, Chief Strategy Officer, Health
Adrienne Martin, Group Strategy Director
Samantha Cocuzza, Associate Account Director
Amy Schwartz, Senior Copy Writer
Naylah Hinton, Art Director
Ali Benequisto, Group Director, Client EngagementAuge Reichenberg, Chief Creative Officer, Health
Rebecca Greenberg, Executive Director, Client Engagement
Judy Lem, Group Director, Client Engagement
David Reissner, Director, Client Engagement
Susan Akinyi-Tindi, Supervisor
Jacqueline Boody, Senior Copywriter
Maria Tsihilis, Senior Art Director
Fred Slobodin, Executive Producer
Willow Dalton, Connections Director, Health
Ege Yorulmaz, Associate Connections Manager
Russell Fitzgerald, Senior Program Manager
Eileen Murphy, Program Manager
Ivan Ochoa, Senior Project Manager
Carat
SUMMARY
Pfizer wanted to drive vaccination and boosting to prevent against COVID-19, amidst a swirl of confusing mis-information and people no longer worrying about the disease. We needed to breakthrough and connect with a widely diverse audience through authentic messengers and a major campaign effort. We worked to increase vaccination and boosting rates and help build Pfizer's reputation. We achieved our goals! The work helped inspire an additional 19 million people to get vaccinated and 62 million to get boosted. We significantly increased several key reputation measures by over 40%.
