CNX at Condé Nast, Publicis Health Media, Weber Shandwick, and Grey NY & Tank Worldwide
GSK
Let Them Be Gen Z
Health is something you can easily take for granted as an adolescent or young adult. Meningitis B may be uncommon, but it can be spread through certain common behaviors among young adults such as sharing drinks and living in close quarters, and while there are vaccines available, only 21.8% of 17-year-olds had received a meningitis B vaccination by 2019.
With the goal of creating meningitis B vaccine awareness among mothers who make medical decisions about their children, GSK and Condé Nast developed an industry-first creative program. Rather than focus on the disease itself, the anchoring principle was to educate moms on youth culture and the importance of health and wellness, through the eyes of real members of Gen Z. The video and print deliverables were colorful, youthful, authentic, and self-shot and narrated by the talent themselves and ran across Glamour, Allure, and SELF platforms.
By giving moms access and perspective on the social lives and motivations of young people, Condé Nast contextualized the young adults who may be eligible for MenB vaccination and their unique, creative lives. And by pivoting to a talent-led production strategy, Condé Nast’s creative team delivered an effective and elegant campaign during a global pandemic.
Condé Nast Team:
Helen Pearson, Creative Director
Rachel Ellam, Senior Art Director
Mark Rolli, Design Director
Sable Yong, Copywriter
Kathi Van Zandt, Copy Editor
Brian Goodheart, Audio Engineer
Lizzy Harris, Executive Producer
Emily Jaslove, Producer
Carlos Pena, Executive Director, Activation
Publicis Health Media Team:
Tyler Prete, Media Planner
Kevin Ciemniecki, Media Supervisor
Madison McCorkle, Media Planner
Danielle DiCarlo, Associate Media Director
Alex Montero, VP, Media
Mark Ciarelli, Associate Media Planner
Weber Team:
Samantha Arabolu, VP, Client Experience – Digital
Madison Chaness, Manager, Client Experience – Digital
Grey NY & Tank Worldwide Team:
Michael Emer, VP, Account Director
GSK Team:
Aaron Stancik, Bexsero Consumer Marketing
