Finalist
TikTok Influencers in Benelux Take a Stand Against Meningitis
Summary of work
Pfizer’s first TikTok campaign in the EU raised much-needed awareness of meningitis among young adults.
In a recent survey, [90% of people aged 18 to 24 years old said they had heard of meningitis, yet only 25% knew the signs and symptoms](https://www.meningitisnow.org/meningitis-explained/marm/meningitis-aware-recognition-mark-universities/marm-universities/raising-awareness/). Pfizer wanted to bridge this knowledge gap by educating young adults about the risks and symptoms of meningitis, whilst empowering them to seek protection and take charge of their health. To do this, BCW worked with Pfizer to explore a ‘new’ approach, which hadn’t yet been considered by the pharmaceutical company – using the community power of TikTok influencers to educate this hard-to-reach audience about meningitis protection.
BCW drafted in TikTok personalities Julie Verven and Isabeau Lauwyck to develop content that shared the signs of meningitis in a way that was authentic to them and true to TikTok.
In a world of mindless scrolling, thanks to Pfizer, over 62,000 TikTokkers paused, listened and learned about the signs of meningitis.
Judges’ comments
This entry from BCW WHY and Pfizer is an excellent campaign that delivered incredibly well within its budget. The situation and benchmark insights were great, and so were the objectives, strategy and implementation. The judges thought the platform was intelligently chosen for the audience, and the influencers were utilised well.
