Every Breakthrough Matters
Every Breakthrough Matters
Client: Pfizer
Agency: Le Truc, Leo New York
Highlights: Clio Health Awards Gold, Direct: Digital/Mobile | Clio Health Awards Bronze, Film Craft: Editing | Campaign Ad of the Week | Media Marketing
Turning the millions of screens stealing our attention into screens that save lives.
65% of American adults are behind on at least one cancer screening. The problem wasn’t a lack of information. It was getting people to look. So, on World Cancer Day, Pfizer launched Every Screen Matters, turning the screens of social feeds, creator channels, morning television and Times Square into reminders about the medical screens people might be avoiding. Every execution drove to a personalized screening guide that took just 30 seconds to complete. The idea launched alongside “Game of Inches,” a film that transformed Al Pacino’s iconic Any Given Sunday speech into a rallying cry for every action, large and small, in the fight against cancer.
Game of Inches Campaign Film
Every Screen Matters
We tapped stars and creators to post content that looked like their usual posts, only to be interrupted almost immediately with this message: “The most important screen is the one that has the potential to save your life.” The roster included @hillharper, @therealdrjackie, @mstinaknowles, @thekatiethurston, @lucyliu, @doctormyro, @tiamowry, @tamsenfadal.
World Cancer Day Matters
On World Cancer Day, the message moved beyond social, taking over morning television, digital media and some of the most visible screens in America.
From Screen to Screening
Every execution drove to PfizerForAll, where a 30-second assessment turned attention into a personalized guide covering breast, cervical, colorectal, lung and prostate cancer screenings.
