US healthcare alliance, Pfizer and BioNTech roll-out vaccine confidence PSAs
You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we're looking at Mischief @ No Fixed Address' emotive vaccine campaign.
Now that scientists have developed a vaccine for the coronavirus, the task at hand is ensuring as many people as possible agree to get it. However, misinformation is discouraging people from get vaccinated.
To inspire confidence in Americans, an alliance of healthcare associations alongside Pfizer and BioNTech enlisted the help of Mischief @ No Fixed Address, to devise a series of PSA's.
‘Because of This’ resurfaces intimate, interpersonal footage that the agency found online. Covering hugs, playdates, goodbyes and baby announcements, the campaign shows the simple things we took for granted, to hit home what the pandemic has taken away from Americans, and how the vaccine can give them back.
The spots are anchored in the message: “science can make it possible. Only you can make it real” pointing viewers in the direction of 'Science Possible' website, which contains trusted, third-party information, offering people who might be skeptical more detailed information about Covid-19.
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The campaign was created in collaboration with Dini von Mueffling Communications, and will roll out across the collective’s social channels, including Facebook, Instagram, Twitter and YouTube. The PSAs will be aired on TV nationally in the US, aided by a national OOH media donation from Quan Media Group amounting to around $1.4m.