The message is clear and simple and yet has an enormous stopping power. A powerful visual that only takes a beat to be decoded and resonate with our target audience. For the placement we favoured publications that are normally present or close to the point of care, such as the ones in waiting areas.

Approval process:

1) Review by GSK Canada Commercial Lead, medical and legal reviewers.

2) Review by the Canadian advertising industry’s non-profit self-regulating body Ad Standards.

3) Final review by GSK Canada Commercial Lead and quality control team for final approval.

Following the pandemic, adults started getting more conscious about routine vaccinations to protect from infections and viruses that come from the outside along with the seasons. But they failed to see that the risk of shingles comes from a virus that comes from within, and it can reactivate at any time, no matter the season.

Commercial, medical, legal and compliance review from GSK Canada; Non-government body review; Ad Standards (ASC).

Consumer-directed campaign to raise awareness of the risk of shingles for the 50+ population. Often wrongfully thought of as a seasonal campaign, corresponding with the flu season, shingles happens year-round. The campaign intended to break this insight and entice vaccination year-round.

Our target audience lives and feels healthy, so it’s hard to make them realize they are at risk of shingles. On the other hand, they are used to other routine vaccines such as flu and COVID-19. The difference is that these “seasonal” diseases tend to strike at a specific time of the year, probably driven by exterior factors like the change of weather. But shingles is a disease that comes from within. 90% of adults over fifty already have the virus that causes shingles inside them, and it can strike at any time.

This visually impactful initiative is designed to raise awareness about the year-round threat of shingles among individuals aged 50 and above. Launched strategically ahead of the 2023 flu season, this campaign showcases a powerful visual representation of the shingles rash spanning multiple months, urging Canadians to recognize the urgency of shingles vaccination despite how healthy they feel.

The consolidated media impressions of the campaign were 79,026,200 and translated into 132,820 independent visits to the website for people learning more about shingles and SHINGRIX. But most importantly, the vaccination intent was reported to grow to 72% after the campaign versus only 66% before launch. Over 2 in 5 of consumers who recall seeing the campaign stated that it made them want to get vaccinated.