Campaign signed by Ogilvy Brasil has the participation of classic cartoon characters
Pfizer Brasil launches its latest campaign on the importance of childhood vaccination, signed by Ogilvy Brasil, and in partnership with Warner Bros. Discovery Global Consumer Products, and also, with the Brazilian Society of Pediatrics (SBP).
The campaign aims to raise awareness among parents and guardians about the need to keep children’s vaccination cards up to date. The film features several actions, including an animated short featuring Warner Bros.’ most popular characters. Discovery, among them, Bugs Bunny; Scooby-Doo and Shaggy; Tom and Jerry; Powerpuff Girls and Adventure Time.
These cartoon classics were present in the childhood of many adults of the current generation, who, for the most part, are currently parents and guardians of children, and through awakening the feeling of connection through the affective memory of these adults that the campaign seeks stimulate awareness about the importance of vaccinating children.
“Worry about getting sick is not normally part of the imagination, but we know that in the real world it is not quite like that, especially after having just gone through a period as delicate as the pandemic. To reinforce the importance of the role of vaccination as a is a key piece in preventing important diseases that can affect our health and that of the people we love, we managed to partner with memorable cartoon icons to show that, even those who have superpowers, if they lived in the real world, would need to be careful when the theme of prevention”, comments Adriana Ribeiro, medical director at Pfizer Brazil.
Lasting approximately 4 months, the campaign also promotes urban interventions in 9 locations in the states of; São Paulo, Rio de Janeiro, Brasilia, Fortaleza, Manaus, Belém, Florianpolis, Salvador and Belo Horizonte. In addition to having a team of influencers made up of representatives from the maternity and pediatric health segments, to enhance the impact of content on social media and reach the largest number of parents and guardians with this important message in favor of childhood vaccination.
The action takes place at a time when Brazil, a country that for a long time was considered a reference for success in terms of vaccination adherence, has been facing a considerable drop in its vaccination rates, as highlighted by Renato Kfouri, president of the Scientific Department of Immunizations at SBP: “Childhood vaccination coverage has been falling in recent years, especially after the pandemic. Most childhood vaccines have a worrying coverage, between 60 and 70%, far below the 90% needed to maintain control of various diseases that can be prevented by immunizations.”
With the motto “Let your child live without protection in the world of imagination” the film communicates how it is necessary to keep vaccine doses up to date to protect your child in the real world. “For the first time, characters from different generations appeared together, and how gratifying that it was with the aim of drawing attention and alerting parents and guardians, of different ages, to an issue as important as childhood vaccination. We believe that nostalgia has the power to capture attention, thus ensuring that our message is assimilated”, highlight Paulo Salles and Tarik Frank, creatives at Ogilvy Brasil.
