The secret to successful Pfizer campaign ๐
How Pfizer’s #STOP Superbug campaign was successful: Pfizer in ZEP
Many companies and organizations organize events to celebrate specific days and weeks, such as International Women’s Day, Earth Day, etc. You can’t just do the same thing every year, so you need something special and new to get more people involved ๐ค Pfizer recently did just that!
Last November, Pfizer launched the Metaverse Superbug School in ZEP to raise awareness of antimicrobial resistance (AMR) as a threat to public health around the world during World Antimicrobial Awareness Week (WAAW) ๐ Let’s take a look at how they used ZEP and how you can do something different with ZEP ๐
Contents
๐Click on the titles in the table of contents below to jump to the part you want to read!
1๏ธโฃ What is World Antibiotic Resistance Awareness Week ?
๐ Antibiotic Resistance and Superbugs
Antibiotics are essential medicines for treating infectious diseases, but they have emerged as a major global public health problem, dubbed the “silent pandemic” ๐คซ as inappropriate prescribing and misuse of antibiotics has led to increased rates of resistance, threatening human survival.
In response to this challenge, the third week of November each year is World Antibiotic Resistance Awareness Week , a day designated by the World Health Organization (WHO) to raise awareness of the problem of antibiotic resistance, which can make effective treatment of infectious diseases difficult and increase the risk of serious illness and death, and to call for government and stakeholder efforts to reduce antibiotic-resistant infections๐
Antibiotic resistance is the ability of bacteria to survive by resisting certain antibiotics, and microorganisms that have developed resistance to antimicrobial drugs are called superbugs! In Korea, the Second National Antibiotic Resistance Management Plan (2021~ 2025), released in November 2021, pointed out that the resistance rate of major antibiotics used for antibiotic-resistant bacteria is continuously increasing, and the rate of development of resistant bacteria is faster than the rate of antibiotic development.
To cope with these superbugs, Pfizer has launched a campaign on antibiotic resistance and superbugs through ZEP ๐
๐ซ Metaverse Superbug School
Resistance to antimicrobial drugs has emerged
Dong-Wook Oh, CEO of Pfizer Korea
as an important health issue worldwide,
with 10 million deaths expected to occur annually by 2050.
As Korea is also monitoring antibiotic-resistant bacteria
through the National Antibiotic Resistance Management Plan,
this year’s campaign was organized
to provide accurate information on antibiotic resistance
to the public and help them understand its management.
Pfizer has been running the #STOP Superbug campaign ๐ฆ for four years since 2019 to raise public awareness of antibiotic resistance and the importance of infection prevention! In 2022, they collaborated with ZEP to make the campaign more fun and effective for people๐
2๏ธโฃ Different spaces in the Metaverse Superbug School
๐โโ๏ธ School-themed Metaverse space
Pfizer’s Metaverse Superbug School is organized around the theme of ‘school’๐ซ Each of the five spaces, including the main building, gymnasium, library, and science center, offers a variety of learning experiences to help you learn about antibiotic resistance and the importance of preventing antibiotic-resistant bacterial infections in your daily life!
Worried that the map is too big and you’ll get lost?
Don’t worry, there’s a map object๐บ๏ธ in the middle of the map that you can press F on to see a mini-map of the entire space at a glance๐
๐ข Let’s start with the main building
Starting with an introduction to Antibiotic Awareness Week, thwy organized the space so that you can learn basic information about antibiotic resistance and superbugs through introductory materials such as ‘Antibiotic Resistance Myths and Truths’ and content introducing 10 superbugs๐ฐ
Let’s approach the kiosk๐ชง on the left side of the main building. If you press F on the keyboard, a new pop-up will appear that is linked to the object. ZEP objects can be linked not only to photos and videos, but also to websites such as YouTube channels and official websites, so you can deliver information in a variety of formats!
If you go up the stairs to the second floor, you can check out the 10 types of superbugs one by one, and if you press F to activate the kiosk, you can see the picture, name, and characteristics of each type of superbug at a glance. By using visual images๐ผ๏ธ, people’s awareness is bound to be much higher!
๐๐ There’s also a gym and a library!
The events at ZEP are completely different from the usual events where you just sit and listen to a lecture. The main difference is that you can actively learn information by moving your avatar๐ค At Pfizer’s Metaverse School, we have created various activities in the gym and library to stimulate people’s interest and deliver information in a more fun way.
When you enter the gym, you’ll find a running game called ‘Avoid the Superbug’!๐โโ๏ธ It’s a simple game where you have to avoid the superbug obstacles, get the sanitizer items, and finish the race the fastest. It may not seem like much, but it’s a great way to spread awareness about superbugs!
Once you leave the playground, you’ll find an escape room where you’ll have to answer questions from the characters and find hints hidden around the room to get out safely! ZEP is a fun way to communicate information that would otherwise be boring and difficult๐คฉ
Let’s go to the library. When you enter the library and go up to the second floor, you’ll find the “mold test”, where you can take a simple quiz and improve your common sense! ๐
At the next table, there’s a simple game called “Catch the Mold!” where you can choose your own weapon and try to eliminate the molds you encounter in your daily life! After the game, you can even learn about the molds that often appear in certain places and their characteristics.
In keeping with the library theme, you can also watch webtoons ๐ and test the information and knowledge you’ve gained through the game and webtoons!
๐งช๐ฝ๏ธ Enjoy both the science center and the movie theater!
In the science center, there is also a photo zone where you can complete missions and take a selfie ๐ธ. When you take a photo, you can use various reactions such as laughing, crying, and dancing ๐บ to make the photo more interesting! And let’s go to the last space, theater ๐๏ธ!
The red carpet is laid out like a real movie theater, and various videos are arranged on the wall. It feels like watching a real movie or exhibition!
Pfizer for delivering information about difficult antibiotic resistance and superbugs in a fun way!
๐ตโ๐ซ Even difficult and uninteresting information becomes more interesting through active information acquisition!
๐ฎ More effective information delivery through various games and activities, not just one-sided explanations!
๐ซ A metaverse space that can be customized according to your theme and concept!
Don’t let your next corporate event be the same old! ZEP is always ready to transform into the space you want๐ซก
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