Survival Of The Richest

Advocating for Vaccine Equity

People's Vaccine Alliance

Media Buying + Planning, Creative + Strategy

In the wake of the COVID-19 pandemic, and other global health crises, in late 2022 millions were dying from preventable diseases due to unequal access to vaccines and treatments. Current medical systems prioritize profits for pharmaceutical companies over the lives of people in developing nations around the world. 

The COVID-19 death toll is four times higher in lower-income countries than wealthy ones. When everyone doesn’t have access to lifesaving resources, it puts us all in danger.

our approach

The People’s Vaccine Alliance, a coalition of over 100 organizations and networks around the world, including health experts, economists, Heads of States, faith leaders and activists, formed to address the barriers that restrict production and drive-up vaccine prices, targeting world health institutions and large pharmaceutical companies. In fall of 2022, F.Y. Eye collaborated with the People’s Vaccine Alliance to boldly declare their message to leaders at the United Nations General Assembly.

To confront the inequities in vaccine access, the campaign challenged world leaders and pharmaceutical giants with a thought-provoking question: "Survival of the Richest?" The message, a play on "survival of the fittest," highlighted the risk of a world prioritizing profits over people. To ensure our provocative message reached world leaders directly, we executed a daring guerilla campaign in New York City. Eye-catching sidewalk vinyls lined the streets surrounding the UN headquarters, while a full wall of wheatpaste posters amplified the message in a high-traffic area. Additionally, the campaign was displayed on a one-page ad donated by New York Magazine. The People’s Vaccine Alliance also encouraged audiences to use their voices and share campaign graphics on social media to further the movement.


Campaign efforts challenged the status quo, forcing the conversation away from "survival of the fittest" and towards a fight for global health equity. This disruption aimed to spark public dialogue and put pressure on world leaders and pharmaceutical giants to confront the human cost of prioritizing profits. By amplifying the voices of those most impacted, the campaign paved the way for a future where life-saving vaccines are not a privilege for the wealthy, but a right for all. 

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