Pfizer Upjohn

Pfizer Upjohn, a division of Pfizer biopharmaceutical company, wanted to tackle the subject of Erectile Dysfunction and the absence of awareness to initiate a behavioural change.

In order to arrive at a conclusive understanding of the lack of know-how and myths around ED, the brand instated a survey to identify the perception and the knowledge or the lack of it.

The survey result revealed evidential facts on the necessity of a public awareness campaign with some fascinating data. For instance - 82 per cent of women said they would ask their partners to visit a doctor to get the right treatment for ED, instead of talking to friends or relying on home remedies.

From the survey findings, Pfizer drew the insight that men are often on the lam from confrontation with their partner as the subject challenges their virility. They find ways to navigate out of conversations by not being honest about the problem.

Thus, #KeepItReal as a campaign inspires women and men to initiate a dialogue with their partners and propose a specialist visit by keeping the treatment real.

The campaign started with the role out of the film (by Pfizer's creative team)

Which then followed by a staggered content strategy, pursuing the approach below -

We launched the Facebook page with the campaign messaging...

Followed by content from the survey result..

AWARD:

Silver in the Health & Wellness Category

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Credit -

Team and Digital Lead: Abhirup Chatterjee

Creative Lead: Richa Arora

Design Lead: Yash Shah

Account Management Team: Kiran Achari, Poulami Deb, Disipta Samanta