Best Non-profit Social Media Campaign, Best Of Show Social Media Campaign

With a child around the world dying every 22 seconds due to the lack of an affordable pneumococcal vaccine, Doctors Without Borders (globally known as Médecins Sans Frontiéres) wanted to convince Pfizer and GSK to lower their prices, especially in low and middle-income countries. Unfortunately, the two manufacturers were hiding behind opaque pricing structures and refused to join the conversation.

So in order to put pressure on Big Pharma and spotlight the lack of transparency in their pricing, we decided to fight fire with fire — and used our own communications to hide critical information with the internet’s first-ever Redacted Tweets.

With a simple ASCII code (ALT + 219 = █) and the theme #AskPharma, we created an online meme that people around the world could use to take @Pfizer and @GSK to task on Twitter.

The results: the campaign generated 8,000-plus tweets, reaching more than 70 million people around the world. The increased attention to the issue forced Pfizer and GSK to publish official responses. Most importantly, the effort helped convince 60 countries at the 2015 World Health Assembly in Geneva to adopt a resolution calling for more affordable vaccines.

Contributors:

Chief Creative Officer:	Andreas Combüchen
Executive Creative Director:	Stewart Krull
Creative Director:	Rey Martinez
Creative Director:	Andrew Conklin
Associate Creative Director :	Waimuk Sie
Director of Strategy:	Patrick Syms
Creative Technologist:	Tom Sunshine
Agency Producer:	Heather Smith

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Website: www.atmosphereproximity.com

Location: U.S.A

About the Agency:

Atmosphere is a digital services company operating at the intersection of customer experience, marketing and technology. Since opening our doors in 1999, our agile approach, entrepreneurial spirit and independent mindset have enabled us to move at the speed of digital disruption, while our ability to call upon the depth, breadth and expertise of more than 2,500 network partners in 67 offices around the world allows us to bring scale when needed.