Cohesive digital and print campaign for Pfizer.
Raising awareness of Paediatric Growth Hormone Deficiency (PGHD) – a rare condition where a child does not produce enough growth hormone to develop normally – amongst key audiences.
As part of our ongoing relationship, Pfizer asked us to produce a multi-faceted campaign to help raise awareness of PGHD with the ultimate aim of improving early diagnosis for a positive impact on patients receiving timely 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.
With over 7,000 known rare diseases affecting approximately 400 million people worldwide, Pfizer’s rare disease team aspire to be the world’s leading innovator in rare disease by pioneering science that has a profound impact on the lives of underserved patient populations.
Engaging the right audience with the right information
With the main aim of this campaign being to help parents and schools identify pGHD in primary age children, while also helping existing pGHD diagnosed patients to learn more about their condition and treatments, this campaign needed an appropriate visual identity and appropriate resources that spoke to an adult audience but about an infant/primary school age issue. Finding a balance between the two was going to be the basis for success.
Research, strategy, outcomes
Ahead of starting any campaign we conduct upfront research and strategy to consider audiences, what assets will be needed and what key messaging will shape the creative direction taken. It is vital to understand who a campaign is for so that we can produce cohesive and relevant materials delivered using appropriate channels.
Research for this campaign included selecting keywords to benefit search, varying messaging to support audiences at different stages in their PGHD journey, website structure for seamless UI/UX, colour palette options, potential creative routes and most importantly, ideation for the campaign name (including domain availability).
The visual identity was key to engaging the correct audiences. We explored various naming and messaging directions to help benefit the campaign reach and aid us in our development of the full campaign.
‘High hopes’ for a positive future
We created a strong visual identity under the campaign name ‘High Hopes’ along with useful content and resources, and a purpose written and illustrated children’s book for parents and teachers to use when talking about PGHD with their children/class.
A combination of photography and illustration was chosen, alongside vibrant but warming colours to retain a more grown-up aesthetic and instil feelings of calm, but with the ability to create contrast and impact to stand out where necessary.
Emotive film for impactful messaging
With the help of the team at Pfizer, five PGHD patients were chosen to be interviewed for the campaign video. This part of the campaign had to be managed sensitively to ensure the children and parents felt confident and supported to be able to tell their stories coherently and clearly.
To ensure all teams involved were working cohesively, we prepared various briefing documents and a select team attended the video shoot itself to direct and advise on scene creation and footage. All illustrations were hand-drawn in line with responses to questions from the children and parents, ready to be overlaid in post-production to create the final campaign video.
Motion, film & photography
Our team of writers, animators and creatives can make the complicated seem simple, and the mundane feel engaging through images and motion.
Striking the perfect tone
A key focus of the campaign was reaching the right audience. We developed an illustrated storybook to help children and their parents navigate their PGHD journey. The story features a superhero character called Quantum, who takes readers on a journey of discovery and acceptance.
Scenes were first sketched by hand to ensure the composition was right before being taken into Adobe Illustrator. We then created vector illustrations that were brought to life using stark black lines along with bright, bold colours, aligning to other campaign materials but also appealing to our younger audience.
Print & graphic design
Clients experience a strategic approach combined with powerful copywriting, high-quality design principles, and sustainable printing.
Educating through engagement
Website structure and entry points were explored to ensure all stages of a child’s diagnosis journey was captured using appropriate messaging. The high impact visual identity was used across the website to build audience trust through cohesion and continuity. With the website being a knowledge and resource hub, we developed a range of downloadable resources available to users across the site. This included booklets for teachers and parents and the site also houses the campaign video and storybook which can be downloaded.
Website design & build
From strategic web services to design, development, and post launch performance related services, we are a partner delivering long-term success online.