Global healthcare company Sanofi has joined forces with rapper and actor Ice-T to launch a groundbreaking flu vaccine campaign, Fierce Pharma tells us in a report.
Titled "The Season," this initiative aims to send shivers down your spine, not through horror fiction but by confronting a very real threat: the flu.
The Campaign
"The Season" campaign starts with a spine-tingling trailer that takes inspiration from the suspense and horror genres.
This cinematic approach is not merely for dramatic effect; it is a calculated move to capture the attention of older adults as fall sets in, with Halloween lurking around the corner.
The trailer begins with eerie imagery of an enigmatic woodland enveloped in fog and a sinister jack-o'-lantern. Ice-T's unmistakable voice narrates, "There are warnings about me this time every year."
The video teases the notion that some underestimate the danger of the flu, dubbing it "harmless" or even thinking it has disappeared. But then, Ice-T's tone shifts, his laugh menacing, as he declares, "I'm still here, biding my time."
"I'm the flu," he continues, "And the only thing I'll say is, 'Get ready for me.'" The trailer concludes with sobering text about the grave risks the flu poses to older adults.
A Campaign with a Purpose
Dominika Kovacs, the head of Sanofi's adult vaccine business unit in the US, offers insight into the campaign's unconventional approach.
She explains that Halloween is an ideal time to grab the public's attention. Kovacs draws parallels between the flu and a wolf in sheep's clothing, emphasizing the flu's lurking nature.
Beyond its chilling aesthetics, "The Season" campaign carries a crucial message. It aims to drive home the point that the flu is not to be underestimated, particularly among older adults.
Kovacs emphasizes the sobering statistic that the flu has contributed to an annual US body count of 50,000 lives in recent years.
Furthermore, the campaign highlights data revealing that stroke and heart attack risks significantly increase in the weeks following an influenza infection.
A Focus on Older Adults
Sanofi's decision to target people in Ice-T's age group aligns with their flu vaccine portfolio composition. The French company offers two products—Fluzone High-Dose Quadrivalent and Flublok Quadrivalent—recommended by the Centers for Disease Control and Prevention for adults aged 65 and up.
Additionally, the previous flu season was one of the worst on record, and experts caution that a resurgence could be on the horizon. Astonishingly, despite the risks, over half of the US adult population still does not get a flu vaccine.
Ice-T's Connection
Ice-T is known for his edgy image, unmistakable voice, and the potential to address health disparities, particularly those affecting Black communities.
Now 65, he is taking his health seriously and using his influence to encourage others to do the same.
In a candid conversation with PEOPLE, Ice-T explains that his military background has instilled in him a belief in the importance of vaccines. He's been taking the flu vaccine for two decades without hesitation.
For Ice-T, preventing illness is not just a personal matter but a professional one. He recognizes that in his industry, there are no sick days.
That is why he wholeheartedly embraces vaccination, even going as far as humorously saying, "Give me that extra dose, shoot it in my eyeball!"
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