According to The Lancet Regional Health-Western Pacific, only 16.7% of ethnic minorities in China have adequate health literacy. Health China 2030 has made it a strategic objective to improve people’s health literacy across the country. The Chinese government is also working on eliminating disparities in health literacy by communicating health information via brochures, display boards, lectures, and other community services in ethnic minority villages.

However, ethnic minorities need more than this. The topic of health is complex and information-heavy, and is even more challenging to communicate in places with low literacy rates and where the brand will encounter language barriers. These challenges require a solution that could be understood by illiterate folk and that communicate customized content that would be helpful and relevant to them.

Given these different factors, Pfizer wanted to improve health literacy in remote places by providing a solution that could be read and understood by all.

Instead of relaying important information through words, Pfizer harnessed its innovative spirit to create The Health Constellation medical drone show which featured 1,000 drones that formed public health messages in the night sky.

The idea was inspired by pictograms that could clearly communicate even the most complex information in ways that could easily be interpreted.

Drone technology was used because each drone could act like a pixel and could fly above China’s farthest-flung villages.

Because of the language barrier and low literacy rate, the traditional way of health education in this region proved ineffective, including the distribution of pamphlets, display boards, lectures, and counseling activities.

Pfizer used drones to create jaw-dropping educational visual effects that flew above mountain villages. There were drone formations for every member of an ethnic family —grandparents, parents, child, and baby.

The Health Constellation was held on September 2021 in Baimiao village, a remote mountain-top community in Daliang Mountains that has limited health knowledge. It featured 1,000 drones that formed public health messages.

Images were based on data gathered from local health sectors to ensure that they were truly relevant to all villagers. There were tips for every member of the family and the animations told a story about an ethnic family. Because the formations were 9x bigger than an IMAX screen, they could be seen by those who lived miles away.

To eliminate any risk of misunderstanding, a narrator expounded about the story and health constellations, in the local dialect.

Pfizer was able to convey health tips and reminders that everyone understood and would forever be remembered by villagers.

- 30 minutes of medical information

- 2,600 villagers attended

- 7M Yi people live-streamed

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