Pfizer New Haven CRU
This campaign was created for Pfizer’s newest clinical research unit — the New Haven CRU — and ultimately played a key role in making it the most successful unit for Phase I clinical trials globally.
Initially, the task posed two unique challenges for Pfizer: firstly, for this group in Pfizer it was the onset of breaching the internal comms barrier, and communicating to an external (general public) audience; and secondly, the new site’s construction was just underway in a new city for Pfizer, which posed numerous unknown variables that had to be handled with specific care and attention. So the Pfizer team acknowledged a need for a specialized agency, a team with the “on the ground” local knowledge and the branding chops to pull it off in a big way.
Fortunately on all counts, Ink&Pixel was the perfect fit and made a connection with the project team like none other. I&P was engaged at the very first groundbreaking, and didn’t lose a moment’s time in getting started with collecting its preliminary research data. Considering the unknown variables this campaign faced in it’s new geographic and market landscapes, and given the population’s potential sensitivities to the subject matter at hand (first-in-human clinical testing), I&P knew that the success of the campaign and unit itself were a singular mandate.
By the time the unit was staffed and ready to open it’s doors for healthy volunteers, a fully-conceived branded campaign had been rolled out and had already begun to canvass New Haven and its surrounding communities — a campaign that is still just as effective today in filling the unit’s studies to capacity.
Aimed at healthy volunteers, the campaign’s messaging not only dispels myths about clinical trials but also educates the public about the importance of these research studies. Together, I&P has also administered community outreach efforts with Pfizer to assist the education needs and maintain positive public relations. The ongoing campaign spans a full range of media outlets from environmental graphics and print collateral, to videos and a web presence — the list goes on…
