Boomers often feel healthy and don’t see the need for pneumococcal pneumonia vaccinations. Prevnar needed to raise awareness of the potential sudden, serious illness and effects it can have on their lives. Since this audience is at the age of checking off their bucket lists, the message that Terry Bradshaw delivered was simple. Get vaccinated ASAP to avoid being laid up in the hospital - so you can do all the crazy things you want to. The campaign ran primarily on Facebook and drove 2x the awareness of PP vaccinations than previous campaigns.