In a real-time social media documentary, we showcased Pfizer's commitment to healthy aging by following the journey of a 70-year-old intern alongside college seniors. With zero media spend, the initiative drove a 32% increase in healthcare provider outreach, including inquiries, PDF downloads, webinar participation, and requests for information, while boosting brand sentiment by 22%, outperforming any other Pfizer social initiative to date. This effort garnered global press coverage, secured a keynote speech for Paul at SXSW, and ultimately led to his permanent position on Pfizer’s social media team.