The Why

The Pharmaceutical Manufacturers of America (PhRMA) contracted with Moore to develop an integrated distance learning resource for PhRMA’s STEM Talent Pipeline program on the heels of the COVID-19 crisis to inform middle-school aged students on the pandemic in a way that was educational and engaging while not being sensational. This campaign actively promotes the roles that science, technology, engineering and math (STEM) play in the study and understanding of COVID-19, with a call to action for children to get involved in STEM related fields.


  • Advocacy
  • Campaign Development
  • Content Marketing
  • Crisis Communications
  • Graphic Design
  • Multicultural Communications
  • Research
  • Video Production

The How

The critical component of the integrated campaign was a 5-6-minute video comprised of motion graphics, typography and supporting background footage. The video aimed to draw parallels between the scientific process that is being utilized to develop a COVID-19 vaccine and what middle schoolers are learning in the classroom. Complementary worksheets and lesson plans accompanied the video, providing educators and parents with a ready-made toolkit for their classes and distance learning platforms. The video and accompanying worksheets were developed in both English and Spanish to ensure English and Spanish-speaking students could utilize and learn.

The Results

PhRMA relied on its extensive network of member companies and partners for the distribution of the educational campaign including PhRMA’s member companies, federal and state advocacy and communications partners, network of health care coalitions nationwide, and legislators. All in efforts to ensure middle-school aged students across American can scientifically understand COVID-19 and learn about the research and development required to fight disease caused by the SARS-CoV-2 virus.

Visual Assets