​Historically, Brazil has become a global reference in vaccination. Having eradicated severaldiseases, it made the country of football also the country of vaccination. However, for the past 3years, we have been losing that game. Vaccination coverage has plummeted, reaching less than59% of citizens in 2021 according to DOH. This meant that diseases that were eradicated arestriking back. Especially after Brazilians lost their team spirit and started to see the vaccine as an individual decision. 

​But like football, the effectiveness of vaccination depends on a collective effort. To turn this gamearound, Pfizer entered the field not in sponsor places, but in the same place where the vaccine isapplied: the captain's armband.  In partnership with Flamengo we transformed a universal symbol of collective responsibility in football into a symbol of vaccination: the captain's armband, replacing the traditional “C” with the bandage we receive after taking the vaccine dose

​To make most Brazilians aware, we launched the Responsibility Armband in the final of the mostimportant championship in Brazil, the “Copa do Brasil”. During the match between the clubs withmost fans in the country, Flamengo's captain, entered the field to defend not only his team but acause. Before starting the game, Flamengo had already scored a great goal on social media withcountless mentions about the campaign.​