Pfizer Every Day Warriors

The Situation:

Some parents face more than the everyday challenges of raising kids—they also carry the weight of generational inequities and fractured trust in the healthcare system. This disconnect has led to critical gaps in awareness around important health interventions—like the vaccine for meningitis B, a rare but potentially deadly disease targeting teens.

The Challenge:

With only 12% of Black parents aware of the MenB vaccine compared to 60% of white parents, we needed to reach a skeptical, fatigued audience with a message that felt empowering—not clinical. The goal: raise awareness and inspire action, without adding to the noise or triggering mistrust.

The Strategy:

Rather than push another vaccine, we chose to spotlight the quiet heroism of Black parents—their fierce love, daily resilience, and relentless drive to protect their children. By celebrating them first, we could introduce MenB vaccination as a natural extension of what they already do best.

The Execution:

Our social-first campaign featured real parents captured in raw, everyday moments—walking their kids to school, helping with homework, holding hands. Layered over these images were bold, hand-drawn illustrations transforming them into warriors, superheroes, and guardian angels. Each frame was a tribute to parental power—and a reminder that protecting their child from meningitis B was another heroic act.

The campaign surpassed awareness and engagement goals, outperformed industry benchmarks, and most importantly—helped close the knowledge gap with authenticity and heart.