Pfizer
Helping Pfizer Destigmatize Preventative Care.
insight
Health decisions in Latino households are shared.
Pfizer needed to tackle vaccine hesitancy in Latino communities and reshape perceptions around adult vaccination, starting with the pneumococcal pneumonia vaccine Prevnar 20. We conducted qualitative and quantitative research with Latino consumers and healthcare leaders and uncovered a key insight: in multigenerational households, health decisions are shared. To reach older adults, we also needed to engage the loved ones who interpret, advocate, and care for them.
IDEA
A multi-market campaign making vaccination a family conversation.
We launched a campaign across the U.S. and eight Latin American countries, meeting audiences on screens, in print, and everywhere in between. At the heart of it was a simple, powerful message: the Latin idiom “Vale la pena”—loosely translated to “It’s worth it.” The campaign reached seniors and adults with chronic conditions while engaging their families, making vaccination a shared conversation rather than an individual choice.
IMPACT
The campaign drove strong attendance at local events, built a robust digital presence, strengthened brand awareness among Hispanic Floridians, and delivered significant performance marketing results for Florida Blue.
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