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2016 COMPRIX Gold: DTC campaign

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Client: Pfizer

Market situation

Since October 2012, the German Federal Joint Committee (G-BA) has recommended that all people aged 60 and up and patients with cardiovascular disease or chronic primary diseases such as diabetes, COPD and asthma get vaccinated against invasive pneumococcal disease (IPD). While most children are immunized as part of their regular well-child check-ups, only around 20% of people above the age of 60 have received an IPD vaccine.

Objective

Set up a product-neutral DTC awareness campaign to increase market demand for an IPD vaccine in the 60+ age group.

Idea

Develop a simple idea that easily and memorably communicates the two-dose vaccine by showing a hand with two outstretched fingers at the injection site.