GSK has brought together Soleil Moon Frye and Melissa Joan Hart, stars of “Sabrina the Teenage Witch,” for its latest meningitis awareness campaign. The campaign, called “Ask2BSure,” aims to educate parents of teens and young adults about the importance of checking whether their children are vaccinated against meningitis B using GSK’s Bexsero vaccine.
Soleil Moon Frye, known for her roles in “Punky Brewster” and “Sabrina,” became the face of the Ask2BSure campaign two years ago. As a mother of four, she experienced confusion about different meningococcal serogroups and their associated vaccines, including meningitis B. Over the past two years, Frye has been actively raising awareness as part of the campaign.
In the latest phase of the campaign, GSK collaborated with Frye and the American cable channel Lifetime to create a short film featuring conversations with healthcare providers, survivors, and mothers who have lost children to meningitis. This approach aims to provide valuable information and foster discussions about what questions parents should ask their children’s doctors. Melissa Joan Hart, another star of “Sabrina,” joined the campaign, allowing GSK to present a conversation between moms and lay the groundwork for future campaign initiatives.
The 17-minute film is available online, and Lifetime will feature a short video alongside some of its movies. Snippets from the film will also be repurposed for social media. The campaign’s goal is to increase awareness and encourage more parents to vaccinate their children against meningitis B. This, in turn, can support the growth of GSK’s Bexsero vaccine, which saw a 16% increase in sales to £753 million ($986 million) last year.
By leveraging the star power of Frye and Hart, along with the emotional impact of real stories from affected individuals, GSK aims to engage parents and drive action to protect their children against meningitis B through vaccination.
