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.

The Health Constellation was held on September 2021 in Baimiao village, a remote mountain-top community in Daliang Mountains that has limited health knowledge and that has never experienced drone shows.

These jaw-dropping public health messages were formed by 1,000 drones, with tips for every member of the family. The drone animations also 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, during the performance, a narrator expounded on the story and health constellations, in the local dialect.