Razorfish Health

The "Cut Short by RSV" campaign is a public awareness initiative launched by GSK focused on educating the public about the risks of Respiratory Syncytial Virus (RSV), among older adults. This campaign came into the spotlight following the FDA's approval of AREXVY, the first vaccine for RSV targeted at individuals over the age of 60.

The campaign is characterized by a dramatic and compelling advertising strategy, incorporating a 30-second advertisement that features older adults enjoying their daily lives, which is abruptly interrupted to convey the message that these activities could be cut short by an RSV infection. This ad campaign aims to highlight the severity of RSV infections in older adults and the suddenness with which it can affect lives.

I was tasked with developing consumer facing collateral such as websites, brochures, and a series of targeted social media, banner ad campaigns, and innovative TV and print ads to help drive brand awareness