We’ve all seen ‘em.

Those seemingly hope-filled commercials for a pill that will fix what ails us.

But, there’s always a kicker . . .

They lose us halfway through with a laundry list of side effects that include everything from nausea to an increased risk of stroke and sometimes even the possibility of death.

Not the sort of ringing endorsement we’re looking for when it comes to our health and well-being.

So, pharmaceutical giant Pfizer wanted to try something different.

And they came to us with a challenge . . .

How could they release an innovative video to support their Prevnar 13 vaccine that would build personal relevance and increase vaccination rates within the ever important advanced adult audience?

We put on our creative-thinking caps, grabbed our favorite set of dry erase markers, and thought outside the box by flipping the age old paradigm of parents taking care of children on its ear by asking children to encourage their parents to get vaccinated and change the way people think about pneumonia.

We created a robust social media driven movement that utilized Digital Storytelling to paint the vibrant scene of a sandwich generation Daughter spending the afternoon with her 70-plus year old Mother.

Through an emotionally charged tapestry of present day and vintage video footage, the Daughter remembered all the ways Mom used to take care of her and, through a connection to her heart, we created an action item in her head to do something important for Mom… schedule an appointment with her doctor.

And it was a resounding success . . .

• More than 58,000 unique visitors to KnowPneumonia.com in just 6 days . . . that’s equal to the average amount of monthly website visits they were previously experiencing.
• An increase of 223,000 website page views during that same period of time.
• Of those who starting watching the video, 85% remained engaged for the entire story.

And it didn’t stop at Mother’s Day.

The folks at Pfizer loved it so much that we also produced Father’s Day and Girl’s Day Out episodes that kept the “Remember when…” campaign going strong.

And the amount of life-saving vaccinations being given on the rise.

What’s your story . . .