GlaxoSmithKline has officially launched its first DTC campaign for shingles vaccine Shingrix. Its pitch? No matter how healthy or active older adults may be, the varicella-zoster virus doesn't care.
The reality-check message comes as GSK supplies of the vaccine are plentiful for the first time since its 2017 launch. GSK once struggled to make enough Shingrix to handle exploding demand, but thanks to the the COVID-19 pandemic, adult vaccinations dropped and supplies rebounded.
The DTC campaign “Shingles Doesn't Care" is targeted at people aged 50 and older. One in three people in that demographic will get the painful itchy rash—typically caused when the varicella virus, which also causes chickenpox, reactivates years later—during their lifetimes, according to the Centers for Disease Control and Prevention (CDC).