Designed to increase awareness of shingles among adults over 50, this unbranded disease awareness campaign used authentic patient stories and culturally relevant messaging to educate Hispanic audiences before introducing the vaccine. Launched in the U.S. Hispanic market, it later expanded into a regional platform across Latin America.
One Campaign. Five Stories. Eight Countries.
Real Stories. Real Awareness.
We cast people who had experienced shingles and invited them to share their personal stories. Their testimonials became the foundation of an integrated awareness campaign spanning TV, digital, websites, YouTube, and in-office materials. By putting real experiences at the center, we transformed a complex medical condition into something personal, relatable, and easier to understand.
Launching in the US market with great results
Doubled Awareness
16% → 32%
Unaided shingles awareness among U.S. Hispanic adults doubled following the campaign launch.
Campaign Recognition
70% - 72%
Exceptional recognition more than doubled the industry benchmark (32%), demonstrating the impact of culturally relevant communications.
Amplifying the impact to a whole continent
The platform began in the U.S. Hispanic market before expanding across Latin America. Every execution was thoughtfully adapted to local language, cultural nuances, and regulatory requirements. From using the appropriate disease name—culebrilla or herpes zóster—to tailoring messaging and visuals, every adaptation was designed to feel locally relevant while preserving a consistent campaign platform.
Beyond Traditional Awareness
To reach audiences in more natural and engaging ways, we partnered with Mexico's TV Azteca and its mini-series What We Women Keep Quiet: Breaking the Silence. Working closely with producers and screenwriters, we developed original content that seamlessly integrated a character developing shingles into a three-episode storyline, helping viewers recognize symptoms and better understand the condition.
Meeting People at the Right Moment.
Building on the awareness platform, we expanded the campaign into Brazil, Colombia, Chile, and Argentina by leveraging flu season—a time when adults over 50 were already thinking about vaccination. The initiative encouraged people to consider shingles vaccination during the same healthcare visit or, if they chose not to vaccinate immediately, gave them the information needed to take action later.
