GSK Launches Brooke Shields’ Led Campaign Promoting Shingles Vaccine

Brooke Shields
Photo by Pamela Hanson
Supplied by GSK

GSK launched a new campaign focused on educating people on the importance of asking their doctors and pharmacists about shingles.¹ The campaign focuses on the age-related issues related to the disease, and is aimed at people 50-years or older. For the face of the campaign, GSK hired actress Brooke Shields.

The 59-year-old actress leads Thrive@50 campaign, which also brings together other actors and influencers who are 50 or older. The message is focused on the power of aging, and how people should embrace getting older but not ignore the increased health risks. Instead, they should feel empowered to ask medical professionals for guidance on topics such as whether they need the shingles vaccine or not.

In a press release, Shields said, “For so long, we've been conditioned to fear aging, but the reality is that age is power. As I've gotten older, my life experiences have really solidified who I am and what I stand for, and when I talked to other women who were a part of this campaign, it's clear that I'm not the only one who feels this way. The unfair twist is that just as we've reached this time of our lives where we feel like the best version of ourselves, we're also experiencing new health risks. When I learned that people over 50 are at an increased risk for shingles, I couldn't help myself from starting the conversation. This matters because our power is worth protecting."

In the same press release, GSK medical educator Leah Smith, PharmD, added, “Shingles can be an isolating experience that can also really take a toll on one's quality of life. And it's not as uncommon as you might think—every year, there are about one million cases of shingles in the US alone. Age is the most important risk factor for shingles, so anyone over 50 should consider asking their doctor or pharmacist about shingles and about vaccination."

While GSK is promoting healthy behaviors and attitudes, it’s also working on developing novel medicines and vaccines. In July, the company announced that it has partnered with Flagship Pioneering to develop novel treatments for respiratory diseases.²

In a press release issued at the time, GSK’s chief scientific officer Tony Wood said, “Together with Flagship, we will use science and technology to deliver best-in-class innovation at pace. We look forward to partnering with the talented team at Flagship, and their ecosystem of bioplatform companies, to further accelerate our pipeline and discover practice-changing medicines and vaccines for patients.”

Flagship Pioneering general partner and Pioneering Medicines president Paul Biondi added, “Flagship and GSK have a shared focus on delivering breakthrough medicines for patients. This collaboration is the latest example of Flagship’s Innovation Supply Chain Partnership model, which is designed to generate transformational medicines together with our pharma partners by leveraging our ecosystem of first-in-category bioplatforms to create a sustainable source of treatments for patients with the greatest unmet needs.”

Sources

1. Brooke Shields Partners with GSK to Educate Adults 50 and Older About Their Shingles Risk. GSK. September 16, 2024. https://www.prnewswire.com/news-releases/brooke-shields-partners-with-gsk-to-educate-adults-50-and-older-about-their-shingles-risk-302249282.html
2. GSK and Flagship Pioneering Partner to Discover Novel Medicines and Vaccines. GSK. July 29, 2024. Accessed September 17, 2024. https://us.gsk.com/en-us/media/press-releases/gsk-and-flagship-pioneering-partner-to-discover-novel-medicines-and-vaccines/