Finalist
Wander Wise
Summary of work
Gen Z travels by recommendation. A café because someone posted it, or a route because someone mapped it.
Chikungunya – a mosquito-borne disease across destinations favoured by Gen Z – wasn't being saved, shared or sent. 71% had never heard of it. While dengue and malaria appeared in their social feeds, chikungunya didn't. And while The White Lotus filled social media feeds with aspirational travel content to endemic destinations, no health conversation followed.
Our research made the path clear. 100% of this audience would trust travel health guidance on social media from a trusted, credible voice. But 43% didn't believe pharma brands cared about their generation's health. Brand-led messaging was never going to land, so we didn't try.
We built a social-first campaign for Gen Z travellers, where the messengers were also channel choices. Because credibility and reach weren’t just determined by where content was published, but who delivered it.
Enter Team Wander Wise: social media influencers, a travel journalist and an expedition doctor. Together, they co-created content - with chikungunya prevention messaging woven throughout - delivering reach, relevance and clinical credibility, in a way no pharmaceutical brand could.
Because familiar voices land.
And trust travels faster than fear.
Wander, Wise.
Judges’ comments
The judges thought the ‘Wander Wise’ entry was really solid. It was driven by the audience, rather than the channel strategy of the company, which was reinforced by the use of influencers to deliver the mssage. It had good implementation and outcomes and understood Genz Z very well, focussing on leveraging credibility of the messagener.
