Sanofi and rapper-actor Ice-T announced The Season in September 2023, a thriller-style trailer intended to warn older adults about flu risks and encourage them to discuss vaccination options with a healthcare provider. The campaign is not a vaccine comparison or a recommendation for any one person. For adults 65 and older in the United States, current CDC guidance says to preferentially receive a higher-dose or adjuvanted flu vaccine when available.
What was The Season?
Sanofi announced the campaign on September 13, 2023, describing The Season as a horror- and thriller-inspired trailer made with Ice-T and the American Society of Consultant Pharmacists (ASCP), an organization representing healthcare professionals focused on older adults’ medication needs. It used suspenseful movie conventions to draw attention to the risks of flu, particularly for older adults and people with chronic health conditions. Its call to action was to discuss flu vaccine options with a healthcare provider. Sanofi’s campaign announcement named Fluzone High-Dose Quadrivalent and Flublok Quadrivalent as examples for that conversation—not as a personalized medical recommendation.
Why the campaign focused on older adults
People aged 65 and older are at higher risk of serious flu complications, according to the CDC’s guidance for older adults. The CDC and its Advisory Committee on Immunization Practices (ACIP) preferentially recommend certain vaccines for this age group: higher-dose inactivated or recombinant vaccines, or an adjuvanted inactivated vaccine, rather than a standard-dose unadjuvanted vaccine.
That specific preference is for people 65 and older. CDC’s broader guidance says everyone aged six months and older should receive a flu vaccine each season, with rare exceptions. Its general vaccination page also identifies adults 50 and older as a priority group if supply is limited, but that is not the same as the specific vaccine preference for adults 65 and older.
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Which vaccine options should someone 65 or older ask about?
CDC’s 2025–26 ACIP summary lists three preferred options for adults 65 and older when available: Fluzone High-Dose, Fluad, and Flublok. If none is available, ACIP advises using another age-appropriate vaccine rather than delaying vaccination. The names in Sanofi’s 2023 campaign announcement are examples from that campaign; the CDC’s seasonal guidance is the relevant source for the broader recommendation. Seasonal recommendations and availability can change, so check current CDC guidance and ask a healthcare provider which options are available and appropriate.
| Option named in CDC’s 2025–26 summary | Type | How the recommendation applies |
|---|---|---|
| Fluzone High-Dose | Higher-dose inactivated | Preferred for adults 65 and older when available. |
| Fluad | Adjuvanted inactivated | Preferred for adults 65 and older when available. |
| Flublok | Recombinant | Preferred for adults 65 and older when available. |
| Another age-appropriate flu vaccine | Varies by product | Use if none of the preferred options is available, according to the 2025–26 summary. |
These are population-level recommendations, not a determination of an individual’s best choice. The campaign itself did not compare all flu vaccines. Age eligibility, product type, current-season availability, and CDC/ACIP guidance are useful points to discuss with a clinician or pharmacist.
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What does the reported 31.9% reduction mean?
In a 2025 company release, Sanofi said its FLUNITY-HD study found an additional 31.9% reduction in laboratory-confirmed influenza hospitalizations among adults aged 65 and older who received Efluelda/Fluzone High-Dose compared with standard-dose vaccines. This is Sanofi’s reported study result, not evidence about whether The Season changed vaccination behavior or outcomes, and it should not be read as a guaranteed benefit for every individual. Sanofi’s October 20, 2025 release summarizes the finding.
Did the campaign change vaccination awareness or uptake?
The campaign announcement documents its educational purpose and call to action, but does not report an evaluation showing whether it changed awareness, vaccine uptake, or health outcomes. Its cinematic format was a way to deliver a warning, not evidence that the campaign itself prevented flu or hospitalization.
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How to use the campaign’s message
For someone deciding what to do this season, the practical next step is a provider conversation about vaccination, not choosing a product solely because it appeared in the trailer. Adults 65 and older can ask which preferred vaccine types are currently available and suitable for them; people with chronic conditions can also raise how their health history affects the discussion. The CDC’s general flu vaccination guidance covers the seasonal recommendation for people six months and older.
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