GSK Challenge

Addressing different audiences about the importance of the ABCWY meningitis vaccine. While the vaccine is well-known and deemed important among parents of young children, parents of teenagers do not share the same concerns in this regard. We needed to communicate with teenagers and their parents. What to do to grab the attention of this audience in today's world? Create an online buzz that would later strengthen in offline activations and media. The campaign relied on a complete synchronization of communication tools, from offline to online and vice versa.

The letters ABCWY were disappearing. In headlines on major websites, in celebrity names, in ad texts, posters, influencer stories, in random posts by celebrities, in programmatic ad media. On the internet, the absence of these specific letters in different situations seemed like a widespread bug.

And then, we concluded the concept in the pieces with the CTA slogan: ABCWY meningitis vaccine, don't let it be missing.