Pfizer approached us to work on their Get Old campaign, hoping we could turn a subject as dreaded as aging into one that could be not only educational, but fun and interesting as well. “Good luck!” everybody laughed at us, as though this was a thankless, soul-sucking task…which, at the time, it was.

But we jumped at the chance, using every opportunity to add energy into the mix when explaining to people that no, aging is not the same thing as dying – as a matter of fact, if you take care of themselves now, those "Golden Years" could actually be some of your best ones. We created the campaign "FOGO (Fear of Getting Old), urging people to stop being scared of aging and to embrace it instead. We built out Get Old’s website, kicking things off with a humorous "Buzzfeed-style" quiz people could take to reveal how they're aging, and then to remind them it’s not too late to turn things around for the better.

The quiz turned out to be remarkably successful, overachieving in social engagement and launching a supportive online community that was reminded every day to let go of their FOGO.

Pfizer then went further to push awareness by wrapping "FOGO-isms" we’d created around their headquarters in New York City, bringing FOGO directly to people’s faces. Additionally, we created a series of (adorable!) videos featuring kids so viewers could see what getting old looks like to “the experts.”

Find out how YOU'RE aging with the FOGO quiz.

Featured in:

New York Times

AgencySpy

PRWeek

FiercePharma

Cause-Related Campaign of the Year Finalist 2015.

Cause-Related Campaign of the Year Finalist 2016.