People's Vaccine Alliance worked with Jolyon Rubinstein who created a video lampooning big pharmaceutical greed during a pandemic that had by that stage claimed more than six million lives. Jolyon plays a satirical Big Pharma executive who relishes the billions they’re making while billions more go unvaccinated. The video release coincided with a new People's Vaccine Alliance campaign targeting pharma giants Pfizer, Moderna, and Johnson & Johnson, during their annual general meetings in New York and London. It called on world leaders to suspend intellectual property rules and for pharmaceutical companies to transfer Covid-19 vaccine technology so vaccines could be made available to all.