This unbranded Pfizer campaign ran for three years on Meta and TikTok to raise awareness of pneumococcal pneumonia and empower adults to protect themselves. Many in the target audience—older adults and those with underlying health conditions—felt healthy and invincible, often dismissing the disease as something that only affects the elderly. “This Is Your Shot” reframed prevention through relatable storytelling and influential voices like Joe Montana, Sherri Shepherd, JD Martinez, and social creators, sharing why they got vaccinated and what they were “taking their shot at.”
Year 1 Joe Montana takes his shot at some new things
Year 2 Joe asked america what he should take his shot at next and this time he’s not doing it alone
Year 3 Joe Montana, Sherri Shephard and JD Martinez react to popular search questions about themselves