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Concept

Sanofi aimed to raise awareness about respiratory syncytial virus (RSV) and its impact on young children, particularly focusing on lower respiratory tract infections (LRTIs). The objective was to educate parents and caregivers through engaging content that combined medical expertise with relatable discussions. To achieve this, Sanofi envisioned a series of panel discussions styled as TV chat shows, hosted by Dr. Shireen, a well-known GP and social media influencer.

Execution

Blonde was commissioned to produce two episodes of the “RSVP to RSV” Q&A series. Filmed over a single day, the production utilized a six-camera setup to capture dynamic and engaging discussions. The episodes featured Dr. Shireen moderating conversations with healthcare professionals and parents, delving into the real-life implications of RSV and LRTIs in children. To extend the campaign’s reach, behind-the-scenes clips were created for social media platforms, including Dr. Shireen’s channels and Netmums. The full episodes were hosted on the Together Against RSV campaign website, targeting the public, media, healthcare professionals, and patient advocacy groups.

Results

The campaign successfully combined informative content with accessible presentation, effectively educating the target audience about RSV. The strategic use of a trusted influencer and multi-platform distribution enhanced engagement and reach. The campaign’s impact was recognized with accolades at the prestigious Communiqué Awards, underscoring its effectiveness in healthcare communication.