BACKGROUND

In the Daliang Mountains, one of the poorest regions in China, lives the Yi ethnic group. According to The Lancet, only 16.7% of them have adequate health literacy. Many struggle to read public health information, leading to a higher incidence of diseases. How can health messages, which are often information-heavy, be communicated in a way that is engaging, impactful, and easily understood? Pfizer tapped into its innovative spirit and breakthrough use of technology to create a captivating drone show.

IDEA

The drone show featured 1,000 drones forming public health messages, such as child vaccination and hand-washing. The animations told the story of an ethnic family, with formations 9x bigger than an IMAX screen, visible to villagers miles away. A narrator elaborated on each health tip in the local dialect. Pfizer worked closely with local health authorities to ensure the messages were relevant and customized for the villagers. Additionally, a technical crew live-streamed the show to Yi people in remote areas. The event took place in Baimiao village, Sichuan, in September 2021.

AWARDS

Cannes Lions
London International Awards
Shanghai International Advertising Awards