BRAND TravelWise Program CLIENT Sanofi Pasteur AT RIGHT: Chet Moss, executive vice president, chief creative officer NOT PICTURED: Karen Neale, writer; Suzanne Elward, art director
The last thing on the mind of an adventurous traveler is a pre-trip immunization, which, consequently, is not top-of-mind
for their healthcare providers, either. The work of ICC for Sanofi Pasteur helped deepen the necessary dialogue and increase
awareness of the need for vaccination when traveling to many far-off lands through the use of classic souvenir postcards from
more than 50 years ago.
The campaign embraced multiple tactics all predicated on the visual parody of the postcards. "The marketing challenge was
to get people to pay attention to these insidious diseases lurking in foreign lands, and to ramp up the discussion between
healthcare provider and traveler," notes Chet Moss, executive vice president, chief creative officer of ICC. "It was done
in a warm and approachable way."
Each card was driven by the same call to action: "Be Aware...Prepare!" Yet each advertisement features a surprising twist.
For instance, expecting to see Yellowstone National Park on the postcard, the airbrushed message reveals another possible
destination: Yellow Fever. "You can't help but pay attention," says Moss. "You take common ground and put a twist on it...and
that's what great advertising is about."