Pfizer Nobody Likes Moni

The Situation

Pneumonia is the leading infectious cause of death in children worldwide, and Malaysian kids are particularly at risk. Despite the availability of a life-saving vaccine, awareness and uptake remained low. Traditional educational efforts weren’t cutting through, leaving too many children vulnerable to this preventable disease.

The Challenge

How do you get busy parents to pay attention to pneumonia—a disease that often disguises itself as something less serious? And how do you educate them in a way that sticks, while also engaging kids themselves? With traditional materials struggling to make an impact, we needed a fresh, attention-grabbing approach to drive action.

The Strategy

Instead of another dry PSA, we turned pneumonia into an animated villain. Enter Moni, a mischievous bacteria who sneaks into little lungs, causing trouble while hiding behind common cold-like symptoms. By framing pneumonia as a sneaky menace, we made the dangers clear in a way that was easy for both kids and parents to understand. And by bringing Moni to life through animation, we delivered an engaging, accessible format that could be watched together, even in the doctor’s office.

The Execution

We created a playful yet urgent animated story that introduced Moni, the master of disguise, showing parents exactly how he tricks them—and how to fight back with vaccination. The campaign ran across digital platforms, waiting rooms, and pediatrician offices, meeting parents where they were and making the message impossible to ignore. The result? Increased awareness, more vaccinations, and most importantly, more kids protected from this dangerous disease.