Pharmaceutical company Sanofi is pushing a “Knowing RSV” campaign on TikTok and Instagram for Millennial and older Gen Z parents. The brand is aiming to educate young consumers about common misconceptions about the respiratory syncytia virus (RSV) including that it affects infants who are born prematurely or have other health issues when in reality “72% of infants hospitalized with RSV are healthy, full-term babies.” Country music singer Jimmie Allen and wife Alexis are fronting the campaign on TikTok and Instagram, where they’re appealing to parents’ pathos by sharing their personal experience with RSV. As the campaign rolled out, “Sanofi notched 42 million views on TikTok videos tagged #KnowingRSV, jumping to 81.2 million views through November.” YPulse’s What Is Wellness? Trend report data shows that 73% of parents agree they like when brands work with influencers to teach them about wellness information. (ENDPOINTSNEWS)
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