Despite on the high fatal rate, pneumococcal vaccine is never a top priority on general public’s agenda. This is even more alarming that middle-aged chronic disease patients who are prone to the disease but do not aware their risks. The online campaign was aimed to educate middled-aged patients to recognize their associated risk in relation to pneumonia and trigger them to take immediate action.

In order to provoke urgency, we leveraged on the insight of what middle-aged customers will most concern about if they become sick badly. We create an interview video between real patients and their kids and let them talk about the health issues and move them to think about how it could impact their lives. A provocative subject “The last 10 things you want to do with your kids together” is set to stir up intense emotion and lead people to retrospect. The genuine and heart-warming conversations in the video is powerful to move audience in similar situations to re-evaluate their priorities on pneumococcal vaccine.