Pfizer gets SG to rethink bleak vaccine conversations in new film

Pharmaceutical company Pfizer is aiming to shift conversations surrounding vaccinations from lockdowns and uncertainty to solidarity and resilience in a new short film and immersive experience.

Done in collaboration with Muse & Motif and Yell Advertising, the short film features a family who is looking back at the difficult circuit breaker period. In the flashback, the daughter can be seen pleading with her mother for some privacy while her father uses a bicycle machine with a fan on to pretend he is outdoors.

Don't miss: Choose between two scenarios with this new ad format by TikTok and HPB

As life returns back to normal, during the protagonist’s grandmother’s birthday, someone begins coughing and the upbeat music turns ominous as a shadow is cast on the family members to highlight how fleeting happy moments are.

However, the shadows begin to disappear when a blue light shines through each of the family member’s arm, indicating that vaccinations have allowed them to be more forward-looking about life.

The campaign, titled #FortheFutureofUs, also features a microsite for individuals to pledge their support for a healthier future by taking actions such as making time for health screenings and vaccinations. Through the act of pledging, the campaign aims to foster a collective spirit of progress in a relatable manner.

As part of its integrated roll-out, the #FortheFutureofUs short film aired on social media and prime spots in cinema screenings. The campaign further spanned OOH assets at buses, hawker centres and high-traffic baggage arrival belts at Changi Airport.

As consumers crave more experiences, Pfizer also launched ‘Project Vax: Protect What Matters', an experiential event at Suntec City. The experience will feature multiple interactive installations and an exclusive illustration series by local artist, Ah Guo.

Additionally, outreach programmes, in the form of talks organised with the National Library Board (NLB), were held to reach the elderly and educate them on the key vaccinations they should take to protect themselves in their golden years.

When it comes to healthcare, the Health Promotion Board (HPB) recently chose social media platform TikTok to be part of their vape-free campaign media strategy.

Health Promotion Board (HPB)As part of the campaign, an interactive ad format was created to allow users to select between two different scenarios to better engage with the educational content of the ad.

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