BACKGROUND:
During the Covid-19 Pandemic, Pfizer launched the “Science Will Win” campaign to galvanize people around science. In 2023’s “post-pandemic” world, they wanted to reposition this line to apply to everyday life.
INSIGHT:
When science wins, it defeats so much more than just one virus, ailment, or predicament. It also defeats the surrounding doubts, the hopelessness, the fear, and so much more.
IDEA:
Celebrate the many wins of science in everyday people’s lives by highlighting the many “losers” it defeated.
THERE ARE SO MANY LOSERS WHEN SCIENCE WINS.
The Losers :90