A cross-channel operation to contain the spread of antibiotic resistance (AMR), a global threat that if not prevented by 2050 can cause 10 millions deaths every year.
Pfizer Italia, with its Business Unit Hospital, has chosen once again the Italian-American digital communication and integrated marketing Agency Polk&Union as strategic partner for the Italian version of its global #StopSuperbugs campaign on antimicrobial resistance and superbugs.
Many people are still unaware of the global threat posed by AMR or do not know its consequences on health security. Without structural interventions, experts estimate that by 2050 antimicrobial-resistant superbugs could cause the deaths of 10 million people each year. Again in 2021, Pfizer has renewed its commitment to inform and raise awareness on this important issue and, in the midst of the Covid-19 crisis, to stimulate attention not only on antimicrobial resistance but also on the impact of infectious diseases caused by fungi and bacteria as well.
Polk&Union joined Pfizer to support this commitment, responding to its request to increase both the visibility of the initiative and Pfizer’s own brand authority on AMR. The result is a balanced cross-channel campaign both on online and offline media that did not run out during the World Antimicrobial Awareness Week (November 18-24), but also guaranteed and will continue to guarantee the newsworthiness of this issue throughout 2022.
Pfizer Italia’s dual goal has materialized thanks to a whole new campaign ecosystem designed and developed by the Agency: a digital omnichannel communication strategy based on the renewed landing page www.stopsuperbugs.it and a dedicated social planning on Pfizer Italia’s corporate channels with information and edutainment content, the creation and implementation of a station domination system for the Rome San Giovanni and Milan Porta Romana subway stations.
