Project Description: Localization and Digital Campaign for Pfizer South Africa

Client: Pfizer South Africa
Agency: Baadaye Agency

Overview: Baadaye Agency partnered with Pfizer South Africa to localize a campaign focusing on Paxlovid, an oral antiviral treatment for COVID-19. The objective was to design video screens and web banners as part of the Paxlovid education campaign, emphasizing its effectiveness in reducing symptom severity when administered early, within the first five days of onset.

Our Role: Baadaye Agency was responsible for localizing the Paxlovid campaign for Pfizer South Africa and designing digital assets to support education and awareness efforts.


  1. Campaign Localization: Adapt Pfizer’s global campaign materials, including key messages, visuals, and educational content, to suit the South African market and healthcare context.
  2. Digital Design: Create engaging video screens and web banners that effectively communicate Paxlovid’s benefits, usage instructions, and availability in South Africa.
  3. Content Development: Collaborate with Pfizer to develop clear and concise messaging that emphasizes Paxlovid’s effectiveness and safety profile, aligned with local regulatory requirements.

Impact: The localized campaign aimed to educate patients and the public in South Africa about Paxlovid’s role in COVID-19 treatment, encouraging early intervention and informed decision-making regarding treatment options.

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