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Muse & Motif was engaged by Pfizer to spearhead a 9-month awareness campaign for the general vaccination. Our goal was to position it as an essential for overall health and wellbeing.


Our research revealed that online conversations and enquiry related to vaccines were on the rise due to the COVID-19 vaccination.

This uptrend presented untapped opportunities for Pfizer to introduce the general vaccination to the public and emphasise its important role in overall health and wellbeing.

Our challenge was to identify the right target audience within this broad public demographic and research ways to connect with them directly through a campaign narrative.


Over the course of 8 months, we embarked on an extensive research phase. We collaborated with Milieu Insight, an accredited consumer research and analytics firm, to conduct the fieldwork and data collection across 1,000 respondents.

The insights gathered attributed the majority of online searches to middle-aged adults, who were known to be more digitally savvy with an independent point-of-view. It was likely that adults serve as a decision-maker for children, as well as an influencing voice to the elder demographic.

Other key findings were also translated into a following four-month multi-channel campaign, covering the storytelling aspects through a campaign video with supporting key visuals and eDMs.


The main campaign video exceeded our targeted views and impressions, with data showing that the majority of the engagements came from our intended target demographic (adults aged 35 and above).

With the overarching narrative focused on the collective wellbeing as a household, the positioning of the general vaccination is gradually becoming an essential for families across the country.