Informative, engaging and impactful digital campaign for Pfizer.
Turner Syndrome is a random chromosomal disorder affecting females only where the X chromosome is missing or incomplete.
This is a sensitive condition that can trigger a number of physical, cognitive, emotional and social complications, including infertility which often go untreated due to a lack of education about the condition.
Pfizer came to us for a sensitive and memorable awareness campaign to have a genuine impact on patients due to the benefits of early diagnosis while also increasing the market for treatment.
About Pfizer
For more than 30 years, Pfizer has provided critical treatment options for patients with rare diseases, leading the way in an effort to deliver breakthrough treatments.
Believing that people living with a rare disease deserve more, Pfizer leads the way in discovering and developing life changing therapies with an aim to address unmet medical needs within rare diseases.
The challenge
Sensitive but powerful campaign assets
Turner Syndrome (TS) should be detected either in utero, at birth or during the first few years of a girls’ life so that early treatment can produce the best long-term impacts. However, signs of TS are often missed and only picked up during the teenage years. This campaign needed to speak to a difficult to target demographic about a sensitive issue to encourage potentially hard conversations.
We therefore needed to create a campaign name and subsequent strategy that not only successfully engaged this specific audience but also in a way that made those conversations feel easier to have. The campaign needed to target:
- The general public as opposed to healthcare providers.
- Potential undiagnosed girls, promoting awareness of symptoms in order to encourage visiting their GP.
- Parents to raise awareness of symptoms in children again to encourage visiting their GP.
- Teachers so that they are able to recognise symptoms in children and encourage engagement with parents.
Copy & content
Our copy helps start conversations with the right audiences and is an integral part of our thought-provoking communications & campaigns.
The right media with the right content
Our campaign strategy was mainly based around driving reach and use of the most relevant channels to catch each target audience (both organic and paid) and what content assets would be needed for each channel.
Audience Insight identified the appropriate target audience, media insight enabled us to recommend the most appropriate channels, strategic planning identified the most appropriate media to use at the right time and a continuous monitoring plan would identify what is working and what isn’t for the best return on investment.
Campaign assets then included a microsite, campaign video, downloadable information packs, social posts and photography.
The result
During the first eight weeks of the social media campaign, it generated fantastic results. The campaign also went on to receive an internal Pfizer recognition award.
Sensitive copy with a powerful message
Whether the second X chromosome is entirely, or just partially, missing is the fundamental cause of Turner Syndrome, so we based our campaign messaging around the concept of a missing x, in turn landing on ‘Missing an X’.
This was further developed to work hand in hand with accompanying messaging to deliver thought provoking statements that are both bolstering and empowering, as well as always containing a not-quite-there x character – ‘Missing an X but still exceptional’.
Media strategy
Delivering relevant traffic across suitable channels with efficient spend. Initial spend was limited to Facebook and Instagram as the best platforms to catch the target audience.
Driving traffic with confidence
Building awareness and creating an engaged target audience on Facebook and Instagram would in turn help to drive search activity and generate website traffic. With this in mind, all facets of the campaign had to be carefully considered and activated.
Thoughtful website and campaign creative
Developing on the campaign name of Missing an X, the colour palette created was bold and vibrant but not overtly feminine or girly to appeal to the range of users viewing the site from mothers, fathers and other relatives to teaching staff to the girls themselves.
Emotive video content to anchor an audience
A campaign video caught the emotions of carefully selected patients who agreed to tell their story and show the audience that TS does not define who they are, and that life can still be full and positive. This asset was the most important aspect of the campaign as video content is the most popular media amongst the targeted age group. We managed all aspects of the video production from participant selection, storyboarding, set design, on site creative direction and post production.
Putting our skills to use
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