Brief:

Develop a campaign for GSK to raise awareness of RSV among older Australians, challenging the misconception that it is only harmful for infants.

Outcome:

The creative idea draws a parallel between the misconceptions seniors face and those around RSV. Featuring iconic Ita Buttrose, it celebrates how seniors challenge assumptions in fitness, technology and their environment impact. Then encourages them to challenge the misconception that RSV isn’t a risk by protecting themselves.