GSK - TO B OR NOT TO BE
GSK - TO B OR NOT TO BE
(Introduction)
An educational campaign to increase the understanding of the severity of the disease and create the sense of urgency for early prevention
(The Challenge)
BecausetheMeningococcalBvaccineisnotpartofthemandatoryimmunizationschedule,mostparentsaresimplyunawarethattheirchildshouldbevaccinatedatsuchanearlystage
BecausetheMeningococcalBvaccineisnotpartofthemandatoryimmunizationschedule,mostparentsaresimplyunawarethattheirchildshouldbevaccinatedatsuchanearlystage
(The Idea)
TOBORNOTTOBE
TOBORNOTTOBE
WithoutprotectionagainstMeningococcalB,ababymayriskmissingoutoncriticalopportunitiesforhealthygrowthanddevelopment Wetappedintoamother’sdeepestmotivation:herchild’sfuture“TOBE”.Fromhealthandhappinesstoeducationandfuturecareers,wereframedvaccinationasawaytoprotectnotjustachild’spresentbuteverythingtheyareyettobecome Bytailoringmessagestoeachstageoftheparentaldecisionjourney,thecampaignworkedtoovercomeemotionalhesitationandpracticalbarriers
WithoutprotectionagainstMeningococcalB,ababymayriskmissingoutoncriticalopportunitiesforhealthygrowthanddevelopment Wetappedintoamother’sdeepestmotivation:herchild’sfuture“TOBE”.Fromhealthandhappinesstoeducationandfuturecareers,wereframedvaccinationasawaytoprotectnotjustachild’spresentbuteverythingtheyareyettobecome Bytailoringmessagestoeachstageoftheparentaldecisionjourney,thecampaignworkedtoovercomeemotionalhesitationandpracticalbarriers
(Client)
GSK
GSK
(Services)
Creative Campaign, Stunt Activation
Creative Campaign, Stunt Activation
KV series for GSK's vaccine with the concept "To B or Not to Be"
Other Works
Page Layouts
