THE BRIEF: Get more people 65 and older asking about pneumonia vaccination.
THE CHALLENGE: Boomers think pneumonia happens to old people, and they’re not old. Actually, they’re living their best lives right now—and don’t realize that pneumonia could make those lives pretty unpleasant.
THE SOLUTION: We enlisted the Godmother of Soul— Ms. Patti LaBelle—and invited singers 65 and older to audition for her. Then, to show how pneumonia can interrupt the things they love to do, we rigged the mic so it sounded like they had pneumonia.
THE RESULTS: 170M impressions (national + local outlets); 2.1M views (Facebook)