NEW YORK: Pfizer has selected JeffreyGroup to conduct a public health campaign across Latin America after a competitive review.
The effort, which will launch in the fall as an unbranded initiative, will aim to educate Latin American adults about pneumococcal disease and available vaccines. Approximately 125,000 Latin Americans over the age of 50 die each year from pneumococcal disease, which can cause pneumonia, meningitis, middle ear and sinus infections, and infection of the blood.
JeffreyGroup will be responsible for strategic approach, social media, digital, opinion leader outreach, consumer events, and traditional media relations. The agency will also seek partner organizations and create a trilingual website in Spanish, English, and Portuguese, three testimonial videos, and a toolkit with educational materials.
The initiative will target adults over the age of 50, as well as the adult children of people who are susceptible to the disease, in Brazil, Argentina, Mexico, Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica, Panama, Colombia, Peru, Venezuela, Ecuador, and Chile.
JeffreyGroup will reach out to both consumer- and healthcare-focused media. The initiative is not a micro-targeted trade campaign, said JeffreyGroup president Mike Valdes-Fauli.
“Both Pfizer and JeffreyGroup feel it's critical to ensure everyone across Latin America is aware of the issue,” he added.
Campaign events will offer unbranded literature, educational materials, and physicians answering questions about prevention of the disease, Valdes-Fauli said.
JeffreyGroup's Miami headquarters will lead the account, but the agency will tap other offices in Latin America for recommendations and insight into local markets.
Pfizer selected JeffreyGroup for the agency's “demonstrated healthcare expertise in the complex Latin American regulatory environment and proven creativity,” the pharmaceutical company said in a statement. The company declined to comment further.
“This is a testament to the importance Pfizer plays in public health in Latin America and raising awareness levels of the disease,” Valdes-Fauli said.
Earlier this month, JeffreyGroup worked with Fox Hispanic Media to launch MundoFox, News Corp.'s first national Spanish-language broadcast network. In April, Target selected JeffreyGroup to manage the company's Hispanic PR business following a review.