Pfizer - CRM & Digital

Breast cancer impacts one in seven women globally, but discussing health issues in Saudi Arabia is a significant taboo. Pfizer addressed this by launching a social awareness campaign, partnering with notable organizations to create relatable videos under the message "Choose life, just check!" These were shared on YouTube and Instagram, targeting women over 18. The campaign was remarkably successful, garnering one million complete views and greatly increasing public discourse on breast cancer. This led to a substantial increase in screenings at a Jeddah healthcare center, from 3,000 to 28,000 in a year, demonstrating Pfizer's effective role in advancing breast cancer awareness and preventive care in Saudi Arabia.