RSV Launch

Overview

When Health Canada approved Pfizer Canada's ABRYSVO in December 2023, our agency recognized a critical strategic opportunity:

This was Canada's only RSV vaccine authorized for maternal immunization, giving us an exclusive story in a health crisis moment.

Our insight was simple but powerful—while RSV was surging and overwhelming hospitals, 90% of Canadian infants contract RSV before age two, yet infants under six months can't be vaccinated directly. ABRYSVO's maternal indication solved this paradox, allowing expectant mothers to protect their babies from birth.

We built our entire strategy around this maternal protection angle. Rather than launching with typical product messaging, we led with Health Canada's regulatory announcements to establish credibility, then systematically educated Canadians about RSV's impact on infants and the proven science of maternal immunization.

Our earned-first approach secured extensive media coverage positioning ABRYSVO as the breakthrough solution to protecting Canada's most vulnerable infants. We amplified this through expert spokespeople and content creators who translated complex vaccine science into accessible messaging for expectant parents.

The campaign successfully established ABRYSVO's unique market position during a critical public health moment, positioning maternal immunization as the proactive solution Canadian families had been waiting for.