The campaign, created by Ogilvy Brasil, plays with the expression “Dia de Brao” to warn people about being up to date with their vaccine
Pfizer Brasil announced the launch of a new campaign aimed at alerting the adult public focused on a healthy lifestyle about the importance of keeping the Covid-19 vaccination schedule up to date.
The piece, signed by the Ogilvy Brasil agency, is titled “Arm Day” and creates a double meaning of the expression popularly used by gym goers when they want to say that it is the day to work out the upper limbs to remember that to maintain health, in addition to Having a healthy diet and exercise routine, you also need to be up to date with your vaccinations.
“We have realized the importance of segmenting the narratives of our campaigns, so that they can directly reach certain niches. This is the case of ‘Dia de Brao’, in which we spoke assertively about the importance of vaccination with a target audience that , by keeping your health up to date through activities and healthy eating, you can believe that you are somehow more protected against the virus”, said Cristiane Santos Blanch, director of Communications and Corporate Affairs at Pfizer Brazil.
The campaign’s visual features different characters practicing stretching their arms and the message will be disseminated on Pfizer Brasil’s social networks, in addition to digital media according to the media plan.
Communication will also be present in different squares through Out Of Home activations, with different static and animated pieces inviting people to go to the nearest health centers to update their vaccination records.
The campaign also has a team of influencers from the health & fitness segment to reinforce the message. “Those who are always looking for a healthier life need to take their vaccination schedule into consideration. Raising this conversation was our main objective for this campaign. The language and image codes make this bridge well, reminding those who seek to exercise all the time to also exercise your citizenship”, highlights Paulo Salles, Creative Director at Ogilvy Brasil.
