Pfizer was the first company to develop, test, and gain FDA approval for a COVID-19 vaccine. But, after that Herculean effort came an equally daunting challenge: convincing Americans—and especially those of color—that the vaccine was as safe as it was necessary.
To gain the trust of diverse communities, we knew we would need to address the historical abuses they had faced in the field of medicine head-on.
Recognizing deep-rooted collective mistrust, we worked with trusted community activists, experts, and early vaccine adopters to develop a custom article that shed light on vaccine hesitancy, highlight the diversity of Pfizer’s trials, and offer living testimonials to Pfizer’s careful and purposeful work.
Making the full article available in both English and Spanish, we ensured the message reached everyone.
The campaign resonated greatly with audiences, yielding high viewer engagement and inspiring numerous interactions with social media users.
