PW were tasked with creating a global communications platform for Pfizer Rare Disease. Above all, they wanted to highlight their commitment to the lives of the more than 350 million people suffering from a rare disease worldwide.


To gain an in-depth understanding about Pfizer Rare Disease, PW conducted workshops and interviews with the heads of different business units around Europe. As a result, we uncovered crucial insights. In particular, we discovered a lack of unified communications or tools to start conversations inside or outside of the community.

PW created a simple positioning statement and a rallying cry to start conversations with the people that matter the most. We defined being ‘here’ for the rare disease community as Pfizer’s commitment to listen, to learn, and to help make a difference.

“Our challenge was to make our message simple and powerful and to ensure it appealed to a wide audience. The team were tenacious in their approach and delivered an outstanding, thoughtful campaign. I highly recommend their work.”

Pfizer Rare Disease Global Communications Lead