In October 2024, the U.S. Centers for Disease Control and Prevention (CDC) lowered its age recommendation for pneumococcal pneumonia vaccination from 65+ to 50+, even for healthy adults. This shift created an urgent need to educate a new demographic, coinciding largely with Generation X, about their increased risk and newly expanded eligibility. We set out to raise awareness and personalize that risk to drive action.
The expanded eligibility for pneumococcal pneumonia vaccination made Gen X the first generation to qualify at the newly lowered age of 50. But this audience looks very different from those previously targeted: they’re in the thick of their careers, raising kids, and often caring for aging parents. With so much competing for their attention, proactive vaccination is rarely top of mind.
To break through, we tapped a deeper truth about this generation. Although often overlooked in mainstream culture in favor of Boomers and Millennials, Gen X has consistently driven cultural change, from inventing grunge to bringing the internet into the mainstream. Now, as the first generation eligible at 50, they had the opportunity to lead again by becoming the first to get vaccinated under the new recommendation.
We partnered with Elizabeth Banks as our campaign spokesperson, a culturally resonant voice for Gen X. Using nostalgia, humor, and social-native storytelling, we rallied Gen Xers to trailblaze once again by getting vaccinated at 50, as newly recommended by the CDC. Six custom social videos featuring Banks celebrated some of Gen X’s defining cultural accomplishments while reinforcing their new vaccination eligibility. Three pieces of content ran on her Instagram, leveraging her credibility and reach, with additional amplification across Pfizer’s Meta channels through both organic and paid support.
The campaign extended beyond social into radio and earned media. Four custom radio spots featuring Banks aired across traditional broadcast and streaming platforms, with two additional retail radio placements in pharmacies to reach audiences at points of care. Banks also gave two exclusive interviews with USA Today and Healthline, which were syndicated across social and earned outlets. To deepen the narrative, sponsored integrations with The Atlantic and Hearst explored why getting vaccinated at the newly recommended age matters. Banks shared her personal experience with shingles, explaining how the unexpected diagnosis reshaped her perspective on prevention. Experiencing a vaccine-preventable illness firsthand made her more proactive about staying up to date on recommended vaccines and passionate about encouraging others to get protected as soon as they’re eligible.
This integrated approach drove both credibility and scale. Hearst generated 13 custom articles in priority local markets, while The Atlantic delivered national reach across print and digital, supported by native and social promotion to maximize engagement.
By reframing pneumococcal pneumonia vaccination as the next chapter in Gen X’s trailblazing story, Gen X—This Is Our Shot delivered an empowering message that drove measurable action.
Gen X—This Is Our Shot generated more than 962.4M impressions and drove 624K visits to VaxAssist.com, and Banks’ organic content outperformed industry benchmarks by 69%, delivering a 3.59% engagement rate (vs. a 1.5–3% industry average).
Across Pfizer channels, the campaign outperformed all other creative, contributing to a 44% increase in vaccinations in the first month, rising from 539K to 775K. Additionally, a Meta Brand Lift Study showed a 4.7-point increase in motivation to ask a doctor about vaccination, and sponsored content drove 320K+ engagements.
