Help new parents, exhausted by the barrage of conflicting information about their baby's health, understand the value of preventing RSV.
RSV is a contagious virus that can cause serious lung infections in babies. It’s the leading cause of hospitalisations in little ones under 12 months. But preventative treatment now exists. Sanofi wanted to raise awareness of treatments and to encourage parents to ask their doctor or midwife about keeping their baby protected.
We tapped into the mindset of tired and overwhelmed new parents. Hunting through the zillions of health risks that could harm their baby is hard work, so we focused on making them feel that protection from RSV was worth it: to protect against the consequences but also to feel like it was one less thing to worry about.
The category norms were patronising or focussed on scaremongering. Whereas our creative insight was based on the one thing all new parents share – tiredness. Our message was simple: by preventing RSV in their little ones, Sanofi help protect precious sleep - making RSV one less thing to keep them awake at night. For Sanofi, this was an opportunity to empathise with the messy reality of a baby’s first year, helping empower patients through this overwhelming time.
The campaign ran in a mix of social videos in Spain, Portugal and Canada. We achieved 3x the impressions and almost 6x the video views projected. We also saw very good view rates and completion rates, indicating that people were engaged with our videos.
In post-campaign research surveys we found:
- Over 80% of parents agreed it would catch their attention
- Over 80% agreed the adverts gave them a better understanding that parents can protect their babies against infections such as those caused by RSV
- Over 50% of parents say they will look online for information and / or consider speaking to their HCP about RSV protection, as a result of seeing the adverts.
