'TAKE YOUR SHOT' WITH QUARTERBACK JOE MONTANA
PROJECT:
Product Launch
Client:
Pfizer
Skills:
Digital-First PR, Influencer Marketing, Social Media Marketing, Content Marketing.
THE CAMPAIGN
Despite the proven effectiveness of vaccines, barriers to adoption persist, driven by demographic, cultural, and perceptual factors that contribute to hesitancy.
To address this, Pfizer launched the ‘Take Your Shot’ campaign to increase awareness of Prevnar20, a pneumococcal pneumonia vaccine. The campaign featured Hall of Fame quarterback Joe Montana to build trust and cultural relevance among at-risk populations.
Joe Montana’s personal risk profile was used to create a credible, approachable narrative that helped audiences better understand the importance of vaccination.
A multichannel strategy combined social platforms such as Meta and Instagram with traditional media, including TV and radio, to reach audiences across multiple touchpoints.
Content was designed around everyday scenarios, translating clinical prevention into familiar, engaging moments that encouraged viewers to “take their shot.”
THE IMPACT
KEY TAKEWAYS
Choosing relevant celebrity endorsements can significantly boost message credibility and reach, especially when the celebrity is relatable to the target audience.
Lighthearted, relatable content can make serious health topics more approachable and memorable.
Combining traditional and digital media channels can promote widespread audience coverage, especially when targeting older populations.
Tailoring your message to address specific demographic concerns can increase its effectiveness and relatability.
