Overview
In attempt to get people to think critically about whether Big Pharma is truly putting their customers' health over profits, Vimergy teamed up with Uncommon Studios to launch "The Mouth of America." This was an integrated campaign that challenged Americans who prioritized their health to ask whether the pills they've been swallowing are really meant to heal.
Challenge
In an industry filled with with messages about holistic supplements and practicing healthy habits, Vimergy needed to find a way to start a conversation about whether Big Pharma is here to actually help Americans, or just to profit from them.
Strategy
In order to garner attention and start a conversation, Vimergy created a public art installation with the intention of sparking a nationwide conversation around overmedication, and to take a stand, not as anti-prescription, but as an advocate for pro-preventative health.
Execution
To achieve this, we created the Mouth of America Installation, debuted in New York City. This installation features a bold reimagining of Lady Liberty – not holding a torch, but appearing to swallow hundreds of giant pills, with a multitude of them scattered across the pavement.
THE INSTALLATION
SOCIAL
MENTIONS IN MEDIA
Results
Brand Exposure – This installation was picked up by various publications, including Ad Age, Yahoo Finance, and Morningstar.
Social Media Engagement – We received a flood of support from the community, many who commented that they personally connected with the message behind the campaign. Within 48 hours, we received over 5,000 likes on the post, far surpassing the previous most-liked post, and over 74K views.
Started the Conversation – Many also used this as an opportunity to talk about their personal wellness stories, and the challenges they faced when pursuing their health goals.
Social Media Engagement – We received a flood of support from the community, many who commented that they personally connected with the message behind the campaign. Within 48 hours, we received over 5,000 likes on the post, far surpassing the previous most-liked post, and over 74K views.
Started the Conversation – Many also used this as an opportunity to talk about their personal wellness stories, and the challenges they faced when pursuing their health goals.
CONTRIBUTIONS + ATTRIBUTIONS
The Mouth of America Campaign came to life thanks to a variety of teams, including Uncommon Studios, WIGZ™, Tusk Strategies, and the Vimergy Brand Team.
I personally contributed to the conceptualization of the Lady Liberty Installation, while WIGZ™ produced the installation in New York. I also created the Behind the Scenes Video shown above, and advised on and created titles for the Mouth of America 60 second video, which can be viewed here.
The Mouth of America Campaign came to life thanks to a variety of teams, including Uncommon Studios, WIGZ™, Tusk Strategies, and the Vimergy Brand Team.
I personally contributed to the conceptualization of the Lady Liberty Installation, while WIGZ™ produced the installation in New York. I also created the Behind the Scenes Video shown above, and advised on and created titles for the Mouth of America 60 second video, which can be viewed here.