Whooping cough has made an alarming resurgence in the United States. In 2014, 15 out of 18 deaths from whooping cough were infants less than one year old. And in most cases, adults who come into close contact with infants are the source of the illness.
In an effort to help reduce the number of whooping cough cases, GSK saw the need to launch a campaign designed to raise awareness of the seriousness of the disease and steps people can take to protect themselves and their family.
We chose to target new grandparents as market research showed that they were the most likely group to take immediate action and ask their doctor about getting a vaccination against whooping cough. We wanted to let them know that they could be spreading whooping cough and not even know it.
The campaign puts a modern twist on a classic fairy tale by contrasting the innocence of a newborn baby with the threatening presence of a wolf to illustrate just how dangerous whooping cough could be. An unsuspecting grandmother is used as the embodiment of danger to convey that she could be exposing whooping cough to her precious grandchild without knowing it.