Pfizer

Public perception was that all drug companies put profits before people. To confront this issue and earn the trust of consumers, Pfizer needed to dispel the myth with a message that was genuine.

Zig and Pfizer broached the touchy subject of the declining Canadian healthcare system, with its increasing wait times, shorter appointments and time pressure on doctors and patients. This has saddled patients with control of their own medical care at a time when they are feeling scared, confused and vulnerable. By recognizing this fear and stating overtly that medicine isn’t always the answer, Pfizer sought to put people’s health first.

An integrated campaign focused on health and prevention over drugs. Using the emotional power of the subject matter, each element of the campaign worked together. TV and print suggested a more informed, balanced approach to life and health, while a viral video focused on an intimate human story. Each message drove people to morethanmedication.ca, where they would find helpful information and tools to help take control of their health.

Early measures show that public trust is building, and that those who have seen the advertising have a significantly more favourable opinion of Pfizer – now the best-known pharmaco in Canada at 26% (up from 19%) unaided awareness.