Pfizer Vaccines for 50+
Earned Media Campaign + Social Video
Creative Director + Script Writer, DNA Communications
THE ASK: Pfizer wanted to reach today’s 50+ audience with an important truth: our immune systems weaken with age, and vaccination is a key part of proactive, routine health maintenance.
THE CHALLENGE: Gen X doesn’t see itself as “at risk.” They’re fit, active, and health-savvy—pneumonia isn’t on their radar. The solutions had to reflect how they actually feel: capable, confident, and still in their prime, while reframing vaccines as essential.
THE SOLUTION: What if we built a campaign that met them where they are—smart, self-aware, and allergic to being talked down to.
THE WORK: We partnered with 53-year-old Elizabeth Banks, former Pfizer brand ambassador to bring humor, cultural relevance and credibility to a serious topic and make prevention feel empowering.
THE PITCH: Before we landed on Elizabeth Banks videos, we pitched several ideas. See a few of my favorites below.
Idea #1
Idea #2: What if we leveraged a beloved, provocative acronym, “AF”, and made it mean AFTER FIFTY?
