Codes of Life: Disrupting Misinformation on Gene Therapy

Client: Pfizer Brazil

Pfizer faced a critical challenge in addressing misinformation surrounding gene therapy, a groundbreaking medical innovation often misunderstood by the public. This campaign aimed to educate, combat stigma, and build trust by demystifying gene therapy in an engaging and accessible way.

To achieve this, the strategy was built around the concept of the "Good Hack", likening gene therapy to correcting genetic code errors. The campaign leveraged influencer marketing, gamification, and podcast content to simplify complex medical concepts and connect with diverse audiences. Key activations included: Influencer Takeovers: A geneticist “hacked” influencers’ social media profiles, surprising audiences with an engaging explanation of gene therapy. Gamification: A custom-designed game allowed players to become "good hackers," fixing DNA errors while learning about gene therapy. Branded Podcast Integration: A partnership with Spotify’s Esquizofrenoias Podcast featured glitch-style storytelling and a videocast with a geneticist, further reinforcing the message. Results: • +25,000,000 user impressions across social media platforms through influencer activations and media campaign. • +37,000 interactions on social media, with users praising the campaign’s creative and engaging approach. • +67,000 clicks on the links to the campaign website • +2.400.000 overall potential reach • +900 podcast plays • Strengthened Pfizer’s relationship with the genetic medicine community, enhancing trust and collaboration. • Expanded awareness of gene therapy, addressing misconceptions and stimulating discussions about its role in health innovation. By blending creativity, education, and digital storytelling, Pfizer successfully addressed misinformation and positioned gene therapy as a transformative and credible medical innovation.