We created an emotive film to shine a light on grandparents and the vital role they play in their families’ lives in order to encourage grandparents to take a crucial step to protect themselves against pneumonia. To spark conversation, we asked them one pivotal question: what does it mean to grow old? Their emotionally-charged responses showed how much they underestimated their amazing contribution to their grandchildren’s lives. We then orchestrated an emotional plea to grandparents, direct from their grandchildren, to impactfully shift their perceptions of themselves. While the grandchildren reinforced to grandparents just how important they were to the family, we reinforced the need for pneumonia vaccination.

The film demonstrates the vital role grandparents play in their families’ lives and presents them as the Heroes they are, enabling grandchildren to feel safe, to be themselves and to become the people they are today.

This film was developed for the European region. Thus, the message, the characters and the emotions expressed needed to translate across all European countries. By developing a film that drew on universal experiences and emotions, we are well-placed to launch the campaign on a global stage during the course of 2017’s winter flu/pneumonia season.