Pfizer's 'Tum Jiyo Hazaaro Saal': A Digital Campaign for Pneumonia Prevention

Introduction:

Dialogue and prompt action on pneumonia prevention are more than necessary now!

Pneumonia is an infection of the lungs that impacts people of all ages, especially the elderly, i.e., people over 65. Vaccines are key to preventing this from happening, and our job was to raise awareness about it.

The Problem:

The client was looking for a public service campaign that went beyond newspaper and radio station offerings. With a multi-channel digital marketing strategy, the public must be made aware of pneumonia vaccination. Anyone who sells vaccines will attest to the fact that there are certain inherent challenges to convincing people to vaccinate.

The Solution:

We realized early on that someone who has seen a relevant video or visited a website may be more receptive and inclined to hear the news about pneumonia risks and vaccines. Conversations between risks and benefits of the vaccine are further validated between the doctor and the patient.

Social Media Campaign:

We have launched events and awareness-raising activities at the city level through social media. We have targeted MENAPi via the following platforms.

Dedicated Website:

We have created a clean, simple and state-of-the-art landing site to enhance the brand and product image of Pfizer vaccines. The goal was to minimize distractions and entice the visitor to register for the vaccination.

Targeted Marketing:

We deployed Eskimi, a modern AdTech platform that helped us find and target unique audiences based on their location, devices, interests, and more. This aided our reach to people who visited specific areas.

The Result:

The 3-month long campaign delivered spectacularly on all counts. The social media campaign alone logged 10 million unique impressions. The 'Tum Jiyo Hazaaro Saal' website continues to dispel myths about Pneumonia vaccinations, while the digital and social media campaign supports conversations with followers about the myths and facts of pneumococcal Pneumonia.