Pneumococcal disease kills 1.6 million childrenaged 5 and below and adults aged 50 and above. It impacts society, resulting in many grandparents and grandchildren losing the chance of meeting each other.
The challenge was public ignorance. Pneumococcal disease was known as a children’s disease even though it affects adults. It was not widely publicised by the media and vaccination was only available for children. Restrictions by the Medicine Act made matters worse.
In spite of all these challenges, we needed to promote the Prevenar13 vaccination to the elderly. To help them live longer and healthier so that they can enjoy the moments that matter with loved ones. We needed to go beyond the typical doctors’ launch event and in-clinic materials to effectively reach out to people.
The solution involved an ordinary man and 6 feet of plastic. Having lost his grandmother to pneumococcal disease, Jeremy Wong was fired up with one mission– to inform and warn people about the deadliness of the disease. To get people’s attention, he went inside a giant ball. The ball was a symbol of protection against the disease that robbed him of his loved one.Jeremy Wong’s mission resonated with Pfizer’s vision.
We worked together to elevate his act into a movement. In over 10 days, Jeremy and The Ball of Life went from town to town creating awareness, educating and prompting people to proactively protect themselves from the disease through vaccination. In this movement, people pledged against the disease. And for every pledge, Pfizer made a financial contribution to the Lung Foundation of Malaysia in aid of lung patients.
11,376 pledges received = 379% more than our target. The campaign garnered PR value worth RM726,786. Sales of Prevenar13 overachieved by 247%.What started out as one man’s mission became a movement with a multiplied effect. Together, we gave hope to countless people giving more grandparents and grandchildren the gift of sharing moments that matter.
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