Respiratory syncytial virus (RSV) is a prevalent and highly contagious virus. For years, RSV has been associated mainly with small children and less so with older adults and adults with underlying conditions, despite their increased risk. More importantly, there had never been a vaccine to protect those older vulnerable populations, until 2023, with the launch of GSK’s AREXVY—the first-ever RSV vaccine for older adults.
With increased apathy towards “yet another vaccine” post-COVID, we needed a way to breakthrough to older adults and to educate them on the risks of contracting RSV. The “Cut Short” TV and web video campaign was designed to capture our 60+ target’s attention and drive them to RSVandMe.com to learn more about their risk and tips on prevention. So far, the campaign has garnered industry recognition, including two Platinum 2023 MarCom Awards, among others.
I worked extensively with the team on script and campaign development, casting, pre-production, and extensions of the campaign across print, digital media, and web video.