Sanofi, Ice-T roll out horror-movie themed flu campaign

The trailer taps into suspenseful movie tropes to educate older adults, particularly those with chronic health conditions, about the risks associated with the flu.
Sandra Levy
Senior Editor
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In collaboration with Ice-T, Sanofi has debuted a trailer for this year's newest thrillerThe Season. The trailer taps into suspenseful movie tropes to educate older adults, particularly those with chronic health conditions, about the risks associated with the flu. The Season serves as a powerful reminder about the importance of higher-dose flu vaccines to help protect more vulnerable populations from the flu and its related complications. 

The Season is part of a national flu vaccination campaign from Sanofi and the American Society of Consultant Pharmacists, an organization that represents healthcare professionals who are focused on the medication needs of older adults. The campaign encourages older adults, particularly those with one or more underlying health conditions, to speak with their healthcare provider about flu vaccine options that may be right for them, which may include Fluzone High-Dose Quadrivalent (Influenza Vaccine) or Flublok Quadrivalent (Influenza Vaccine).

"The flu can be a serious public health threat and lead to complications such as heart attack, stroke, and pneumonia,” said Michael Greenberg, North America Medical Head of Vaccines at Sanofi. “These can be especially dangerous for older adults, ethnic and racial minority groups who are at an increased risk for being hospitalized from the flu, and those living with chronic conditions, like asthma, diabetes and heart disease. Our hope is that, as a part of our annual commitment to educating the public about the flu, this campaign will increase awareness of the importance of flu vaccination and remind older adults and at-risk populations that there are vaccines available to them that may provide better protection for their specific needs, such as Fluzone High-Dose Quadrivalent  or Flublok Quadrivalent."

[Read more: CVS Health survey: More than two-thirds of Americans plan to get a flu shot this season]

Sanofi noted that the United States may face a resurgence of flu this year. According to the Centers for Disease Control and Prevention, preliminary results for the 2022-2023 season indicate approximately 70 per 100,000 people aged 18 and older were hospitalized for flu in the United States. The rate was more than double in adults aged 65 and older.

Chad Worz, executive director and CEO of ASCP said, “"Flu is unpredictable. Most of us already know that getting an annual flu shot is important, but it is also critical for people to understand which flu shots are most appropriate for them, especially older adults. As a pharmacist, I see many people coming in to get vaccinated who don't know which flu shot options are available to them, and I want more people to feel empowered to talk to their doctors or pharmacists about their options."

Sanofi said that it's important for those who bear the greatest burden of the flupeople age 65 years and olderto get vaccinated. Since 2010, the CDC estimates that between 50% and 70% of seasonal flu-related hospitalizations occurred in this age group. 

[Read more: Retailers offer incentives for customers to get flu shots]

"As a rapper, actor, husband and father, I don't get a lot of sick days, so it's critical for me to get my flu shot every year. Now that I'm 65, I've learned that the flu can potentially cause more complications for me, and that higher-dose flu shots may give me better protection. This is why I am so excited to be partnering with Sanofi so that I can help deliver this important public health message," said Ice-T.