Up the antibodies

AstraZeneca

The Challenge: AstraZeneca needed an unbranded campaign to inform immunocompromised Americans about a monoclonal antibody that can keep them safe from COVID-19 while the rest of the world gets back to normal.

The Solution: We partnered with Oscar-winner Jeff Bridges, who experienced a near-death battle with COVID-19, and others to inform IC people that they have options to help keep them protected.

We also leveraged a full spread in the Sunday New York Times to have Jeff issue a full-page open letter about the struggles of this community alongside an educational COVID-19 crossword puzzle.

Jeff’s efforts were bolstered by Oscar-nominated couple, Emily V. Gordon and Kumail Nanjiani, and further amplified by a variety of influencer patients, caregivers, and HCPs, which created a social groundswell that AstraZeneca promoted through its social channels. All tactics drove to UpTheAntibodies.com for CRM registration.

The Outcome

In the campaign’s first week, we bolstered awareness of a long-acting monoclonal antibody as a preventative solution through:

3B earned media impressions

16M paid media impressions

84.5K visits to the campaign website