PW were tasked with creating a communications platform for Pfizer Rare Disease 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. We uncovered many insights but, crucially, discovered that they felt they lacked any unified communications or the tools to start a conversation about rare disease 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