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Pfizer Bristol-Myers Squibb

P&U alongside Alliance Pfizer-Bristol-Myers Squibb for creativity and strategy on Atrial Fibrillation

Bristol-Myers Squibb and Pfizer, the world’s two most authoritative Pharma companies, have chosen P&U for their strategic and creative campaign on Atrial Fibrillation (AF), which effectively goes beyond traditional communication in the Pharma industry.

The challenge to be faced

A health prevention topic such as Atrial Fibrillation (AF) can be very sensitive and may arouse a negative reaction in the public. The goal of the campaign, but also its challenge, was to raise awareness on this matter by reaching a very broad target and creating impactful interest, while avoiding any alarm or feelings of fear and “rejection” this may trigger among the population.


  • Disease Awareness Campaign on Atrial Fibrillation


  • Creativity and Content
  • Campaign Landing Page
  • Informational Computer Graphics
  • Airport domination
  • Station domination
  • Adv Display + Search
  • KPIs

17 Million passengers

Fiumicino Airport Potential coverage

9 Million passengers

Linate Airport Potential coverage

360,000 passengers

4 Subway stations Potential coverage
Campagna Fibrillazione Atriale - Station domination

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