MONIA, THE MUSICAL
MONIA, THE MUSICAL
“A job undone can be tragic.”
PFIZER® Prevnar20
The problem
With the COVID crisis and flu sweeping the nation’s attention, HCPs have steered away from discussing pneumococcal pneumonia vaccines with their patients; a frightening thought for those at high risk.
The solve
Ignoring pneumococcal pneumonia and vaccination for the disease is a massive problem – leading to chaos and destruction in patients' lives.
If only pneumococcal pneumonia could speak up for itself…
or sing.
MONIA, THE MUSICAL
To help spread awareness for the new PREVNAR vaccine, I spearheaded the agency’s first ever musical campaign for a client pitch. I led the team in devising Monia the Musical, the tragic tale of pneumococcal pneuMONIA, the overlooked sister of Covid-19 and the Flu, who is so desperate for attention that she will act out, causing chaos and devastation to patients and HCPs everywhere, until she gets the same treatment as her competition. As the creator of Monia’s story, I was in charge of writing copy and directing art across all channels.
Client
Pfizer
Year
2022
We sent lead-ins that looked like Broadway tickets, which were meant to provide HCPs with access to the musical (@ conference) and a save-the-date. The tickets also offered teasers from various musical numbers and a save-the-date.
My team and I created a Playbill for cast members, role descriptions, and a production summary.
Merchandise and a photo booth will be accessible at the end of the show. HCPs can access photobooth prints on print or digitally via the Monia microsite. Guests will have access to the microsite and SoundCloud playlist with share-ability to social.
We wrote copy within the Playbill that provided our HCP audience with relevant information about the musical, giving them the chance to learn more about the effects of Pneumococcal pneumonia and the importance of the vaccine.
I, alongside the EVP of copy, even took it so far as to write personalized songs for the show, produce them, and publish them on SoundCloud.
Hear some of Monia’s hit songs, like The Pneu Girl and Take Your Breath Away, and a juicy love ballad from her ex-lover, Asthma.
Scan the QR to access musical numbers, or click the link below. Enjoy the show!
Monia was, and is to this day, praised by the CCO of 21Grams, and Pfizer’s reviewing committee personally acknowledged the work.
21Grams secured a significant victory by winning a new Pfizer client, who was so impressed by the impact of our musical production that they approached our agency.