Sanofi: Not Today, Flu

The problem: Americans tend to underestimate the flu’s seriousness – including complications for those at risk such as heart attack, pneumonia & stroke. which leads to deprioritizing annual vaccination.​Including when it comes to flu shots.

The problem behind the problem: COVID led to information overload – an actual, scientific phenomena when our brains lose the cognitive capacity to process and appropriately react when faced with a deluge of overwhelming  information. This message fatigue has not only desensitized us to any fear-based prevention messaging, but demotivated us from paying attention to it.

The insight: Our brains can’t handle any more fear-based prevention messages – literally.

The strategy: GET people who minimize the significance of the flu WHO have been overwhelmed by urgent healthcare messages over the past two years of COVID TO feel compelled to schedule their flu vaccine BY breaking through the crush of fear-based healthcare informatin through highlighting the flu and its many potential complications to both daily life and long-term health in a very unexpected approach and spokesperson. in an unexpected, memorable way,

A fully integrated, paid, owned, and earned campaign. Components included branding & naming with full style guide build. Website: UI and UX (build & web design handled by sister agency Resolute Digital). Organic and paid social content. Video. Influencer.

The results: 85,627 clicks to website. 1,143 clicks on the Flu Shot Finder. 1.8B+ people reached through earned media. 246k+ social impressions.