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Pfizer Inc Microbes:
Invisible Invaders, Amazing Allies and Summer Science Nights
H&A provided public and media relations and event planning
for Pfizer’s museum quality exhibit, Microbes: Invisible
Invaders...Amazing Allies, at the Smithsonian Institution’s
Ripley Center; Pfizer’s sponsorship of Summer Science Night,
which enabled extended summer hours at four Smithsonian museums;
Pfizer’s donation of an original penicillin petri dish
to the Smithsonian, and their 150th Anniversary Board of Directors’ meeting
at the Smithsonian Castle. The 5,000 square-foot Microbes exhibit
teaches kids and their families about the many roles that microbes
(bacteria, viruses, fungi, protozoa -- "germs" to most
people) play in everyday life. The superhero guide to the microbial
universe is Microbe Man, who urges kids to "wash your hands,
eat right and stay active if you want to keep bad microbes out
of your universe." Implicit in this interactive wizardry
is a key underlying message: by understanding how microbes can
hurt as well as help us, families can make smarter choices about
their health care.
H&A developed and executed initiatives for each part of
this multi-faceted initiative, including leading a national and
regional print, radio, and t.v. media campaign, complete with
NAPS articles and video news releases; developing collateral
materials, including promotional brochures, 3-D advertising inserts,
Metro Station light-board ads, informational kiosk posters, and
regional print ads; designed and managed special events, including
an opening night reception attended by Members of Congress, Smithsonian
heads, and National Institutes of Health officials; and developed
a summer-long publicity campaign featuring a real-life Microbe
Man , which included an appearance on Capitol Hill, a taxi drivers’ day,
and a hospitality industry reception. H&A also liaised with
the Smithsonian Institution’s Public Affairs Office, the
Smithsonian Institution Traveling Exhibition Service, Pfizer’s
U.S. advertising agency of record, and the National Institutes
of Health.
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