“Moderna takes aim at COVID-induced loneliness in new campaign for updated vaccines”
The newly FDA-authorized updated vaccines for COVID-19 offer protection not only against serious illness but also, according to Moderna, against the loneliness that can come with a loved one’s infection with the virus.
The company unveiled a new campaign Thursday that targets viewers’ empathy and sense of community to encourage them to get the updated vaccine. Dubbed “Do It For You & Them,” the new vax push will reach individuals through both traditional and streaming TV ads and via social media platforms. Moderna said it’s also teaming up with “key retailers” to get the message out through their advertising networks, too.
A 30-second campaign video starts with a montage of lonely scenes—a man riding solo on a tandem bicycle, a woman sitting alone at a restaurant and a dog looking wistfully out a window—as a voiceover says, “If you get sick with COVID-19, someone will feel all alone. Get an updated vaccine this season so you don’t let down the ones who matter most.”
The voiceover continues, noting that “more people were hospitalized from COVID than the flu” last fall and that “COVID is always changing,” and encouraging viewers to “protect yourself this season with an updated vaccine.”
All three scenes eventually turn more positive, with a partner now riding the tandem bike, a loved one showing up at the restaurant and the dog’s owner returning home, as the narrator concludes, “Do it for you and them.”
Additional imagery on the campaign’s website shows another woman sitting alone at a restaurant, with the caption, “If you get sick with COVID, your wife would miss stealing all your fries.” The site includes facts and figures about the vaccine’s protection, information about COVID and a locator tool to find nearby pharmacies with the updated shots available.
“Our campaign is all about connecting with people on a personal level, reminding them of the importance of staying healthy not just for themselves, but for the people who depend on them,” Kate Cronin, Moderna’s chief brand officer, said in the launch announcement.
“This campaign is centered on how many people truly depend on us to be reliable and present, whether for day-to-day needs or something more meaningful like having a parent or grandparent attend a school performance,” she continued. “By focusing on the emotional impact of vaccination, we hope to inspire individuals to take action and be there for their loved ones by staying up to date on their vaccines.”
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Andrea Park is a deputy editor writing for Fierce Medtech. Prior to joining the Fierce team, she covered hospital IT and innovation at Becker’s Hospital Review and made good use of her pop culture expertise as a reporter and editor at Marie Claire, W, People and more. A graduate of Northwestern University’s Medill School of Journalism and the Graduate School of Journalism at Columbia University, Andrea is now based in Chicago and spends her free time reading, baking and complaining about the weather.
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