The campaign, which was developed by McCann Healthcare and is endorsed by the Soong Qin Ling Foundation and the Center for Disease Control (CDC), aims to promote the use of Prevenar, reportedly the world’s only pneumococcal vaccine, to protect children under the age of two.
It will also emphasise the role of healthcare professionals in counselling parents and recommending the use of the vaccine. The message will be distributed via a TV commercial, as well as print, outdoor and online media.
Prevenar’s senior marketing manager, Kevin Guo, described the initiative as “an incredibly big move for a healthcare brand in China”.
“We are working towards including Prevenar in the national immunisation programme to protect millions more children in China,” he said.
“The key is to communicate the value of taking the vaccine,” added David Shen, managing director of McCann Healthcare China. “We have to create an impact on parents that it is a must-have vaccine for their children.”
Pneumococcal disease can lead to pneumonia and meningitis, among other ailments, in young children. It is the leading global cause of vaccine-preventable death among children, responsible for around one million fatalities annually.
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