Campaign: Get Old
Agency mix: Carat (media buying); Green Room Public Relations (PR); Huge (digital strategy and creative)
In-house team: Sally Susman, EVP of corporate affairs; Sherry Pudloski, VP, head of comms global innovative pharma and head of reputation comms; Brenna Robinson, senior manager, corporate comms and digital strategy; Dana Gandsman, senior director, reputation comms; Jennifer Albano, senior manager, reputation comms
Budget: $85,000 to $100,000
Two years ago, Pfizer launched the campaign Get Old to address the topic of aging. This July, the pharmaceutical company reintroduced the effort with a lighthearted twist.
"While people say they don’t want to talk about aging, they actually do," says Sally Susman, EVP, corporate affairs at Pfizer, and the company found that "in many cases, the conversation could be amplified by humor."
Pfizer created the hashtag #FOGO, or fear of getting old, for the campaign.
"We want to keep it real and add in humor, and get people to share their stories," says Susman. "My #FOGO is that my parts are going to wear out before their warranty."
On the newly launched site, GetOld.com, and revamped social channels, consumers will "hear a lot of wit and wisdom," explains Kate Watts, MD of Huge, the digital strategy and creative firm on the campaign.
The site, which had more than 150,000 visits in the first two weeks, offers articles, videos, and a quiz on aging topics around family, finance, sex, health, and more. No Pfizer products are marketed on the site and the main aim is to get people talking about getting older, regardless of their age or level of health.
Susman says even young people have something to say about aging, which is why Pfizer is talking to children, working with organizations including the Girl Scouts of America.
Other partnerships, which have been helpful in creating and leveraging content, include the Alliance for Aging Research and the National Consumers League, among others.
To continue the #FOGO conversation, Pfizer is holding activities around September’s Healthy Aging Month and October’s Breast Cancer Awareness month. The company is also looking at integrating health challenges into the campaign going forward.