OK, OK. This was obviously shot pre-covid, before “social distancing” was even a thing.

Most people don’t realize that the flu can be deadly for people over 65. Last year, over 40,000 seniors died. Fortunately, there is a special flu shot that has 4x the dosage of a regular flu shot that can protect these people. We just need to get the word out so they ask their doctor for the stronger flu shot.

We created an unbranded awareness campaign based on the insight that the people who know how dangerous the flu can be to seniors are the first responders who are often called to aid them. The Frontlines of the Flu campaign was intended to shock our audience through a powerful TV spot, website and testimonial videos from first responders. Then to get consumers to start asking for Fluzone HD by name, we launched a branded campaign that shows how easily the flu is transmitted. It is the first time that a commodity like a flu shot is being branded to make consumers aware that they have a choice when it comes to flu vaccination. I supervised all the work as the CD from concept to execution. Also wrote CRM, social and OLV.