Global: JeffreyGroup in Pfizer Latin American brief

Pfizer has selected JeffreyGroup to handle a public health campaign across Latin America after a competitive process.

The campaign, which will launch in the autumn as an unbranded initiative, will aim to educate Latin American adults about pneumococcal disease and available vaccines.

About 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. The campaign will target the over-50s, as well as adult children of those who are susceptible to pneumococcal disease.

JeffreyGroup will be responsible for social media, digital, opinion-leader outreach, consumer events and traditional media relations. The agency will also seek partner organisations and create a trilingual website in Spanish, English and Portuguese, three testimonial videos and a toolkit with educational material.

The account will be led from JeffreyGroup's Miami HQ, but the agency will tap its other offices in Latin America for insight of local markets.

Pfizer said it had selected JeffreyGroup for the agency's 'healthcare expertise in the complex Latin American regulatory environment'.

JeffreyGroup president Mike Valdes-Fauli said: 'This is a testament to the important role Pfizer plays in public health in Latin America and raising awareness of the disease.'

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