—————— PFIZER / GET OLD / #FOGO
Reframing the conversation about aging
—————— PFIZER
Reframing the conversation about aging
————— DETAILS
Get Old, a first-of-its-kind health and wellness resource, needed to find new ways to engage its community, expand the program’s reach and build greater credibility in its mission to improve lives and encourage healthy living. The challenge was to spark a conversation around the traditionally taboo topic of aging and connect with a new generation in an innovative way.
————— DETAILS
Get Old, a first-of-its kind health and wellness resource, needed to find new ways to engage with its community, expand the program’s reach and build greater credibility in its mission to improve lives and encourage healthy living. The challenge was to spark a conversation around a traditionally taboo topic and connect with a new generation in an innovative way.
Agency: Huge
Year: 2014-2015
Role: Associate Creative Director
————— FEAR LESS. LIVE LONGER.
The relaunch began with a new tagline for the Get Old campaign: “Fear Less. Live Longer. Get Old.” On social media, we adopted a wittier tone and shared more imagery and quotations to increase real-time engagement on Facebook and Twitter platforms.
The copy and design took a lighthearted approach to discussions around common issues about aging like sex, memory loss and caregiving. The hashtag #FOGO – Fear of Getting Old – signaled this point of view.
————— FEAR LESS. LIVE LONGER.
The relaunch began with a new tagline for the Get Old campaign: “Fear Less. Live Longer. Get Old.” On social media, we adopted a wittier tone and shared more imagery and quotations to increase real-time engagement on Facebook and Twitter platforms.
All-new out-of-home ads for the Pfizer global headquarters on 42nd Street in Manhattan aligned the brand’s physical presence with the humorous new FOGO theme featured on the website. The building’s exterior reinforced messaging to employees and attracted the attention of passersby.
The imagery included men and women between the ages of 35 and 65 sharing fears about how getting old would affect their everyday lives through provocative copy and promotion of the new site.
The creative design took a lighthearted approach to discussions around common issues about aging like sex, memory loss and caregiving. The hashtag #FOGO – Fear of Getting Old – signaled this point of view. And a new FOGO Quiz, which asks users a series of questions about aging and returns a funny “old” persona that they can share on social media, now engages almost 200,000 users per month.
We introduced a simple and entertaining FOGO Quiz, which asked users a series of questions about aging and returned a funny “old” persona that they could share on social media. The quiz went on to be one of the most successful aspects of the campaign, engaging over 200,000 users per month.
