June 9, 2021


How might we design equitable access to the Pfizer Covid-19 vaccine for patient groups with low confidence in the United States, become a more patient-centric organization, and adopt a unified and well-understood science-forward identity as a researcher and developer of vaccines, and curative therapies?


Process & Solutions:

Team 1 Process: The team examined a diverse range of individuals to understand their varying relationships to science. Solution: Created the “#ScienceIsPersonal” campaign asking people to engage with and share positive attitudes towards science and to understand how Covid-19 altered the lives of millions of Americans.


Team 2 Process: In addition to undertaking community-engaged research around issues of confidence in vaccines, the team developed and tested community engagement strategies, identified pilot neighborhoods and potential local partners. Solution: Co-designed trust-building community activations around communities with low vaccine confidence to increase vaccination rates, including, for example: Interactive public exhibitions and public message boards to humanize science and encourage dialogue in communities.


Team 3 Process: Students uncovered that Pfizer’s efforts to address health equity are not reaching those most impacted and that there is a lack of trust in the industry and science. Recognizing that art fuels hope, heals, and holds communities together, students examined how low-income residents have the least time to visit our city’s museums, especially during a pandemic. Solution: The “Students of New York Pilot” hopes to bring art closer to communities (particular youth) by using public spaces (like train stations) to create thought-provoking public service announcements and artistic inspiration.


Team 4 Process: Students explored approaches to making Pfizer more patient centric, by completing research that focused on the public perception of Pfizer, an assessment of current organizational and communications practices and barriers, and identification of key leverage points. Solution: Created an art making collective composed of partnerships with reputable art making and therapeutic organizations to bolster patient centric efforts.


Designers, Project 1:

Bethany Graburn

Molly Ragan

Addison Cain

Niamh Peren

Rodrigo Reinoso


Designers, Project 2:

Natasha Seng

Thainawan Medina

Anushka Mallick

Fama Ndiaye

Sam Wittig


Designers, Project 3:

Jihye Song

Avni Surana

John Kim

Anthonino Olimpio

Robert Jakacki


Designers, Project 4:

Sameera Polavarapu

Emily Mustian

Alice March

David Restrepo

Anastasia Konstantilieri



Aaron Fry & Brendan Raftery


View Pfizer’s IS-1 project for 2020.