Taking on the challenge of Gen Z immunization against COVID-19, Pfizer has found a native way to communicate with this audience through the first in-game vaccination against COVID-19. #InGameVaccine is brought to life through a special mission in the game Cidade Alta, the largest and most watched GTA RolePlay server in Latin America. In the mission, players get their characters vaccinated in one of the game's Vaccination Centers Then, by posting a photo on Instagram or Twitter that shows they are already vaccinated in real life, players can earn extra protection for their characters in the game.