Rated RSV
dna Communications and Weber Shandwick
Client: Pfizer
Despite many older adults’ vigor and vitality, seniors are often at risk for RSV, a highly contagious virus that can hospitalize them. How could we encourage vaccination with a group that doesn't always see themselves as vulnerable? By repositioning RSV vaccines as sexy. We hooked up with the 79-year-old 'Grandzaddy', Ernie Hudson, to launch an education campaign aimed at those in their golden years. The actor was in the recent media spotlight for being fit, healthy, and yes, sexy. Using a sultry tone reminiscent of romance novels, we produced films calling audiences to learn more about RSV. Earned media interviews at key outlets, a broadcast integration, posts on Ernie's social channels, and paid amplification supported. The result? 14M video views, 200K site session on VaxAssist.com, and hundreds of completions of the vaccine eligibility quiz and appointment scheduler.