The One Show
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Category
Public Relations
Annual ID
OS23_PH026M
About the Work
Immunocompromised Americans feel isolated and forgotten. Research showed that 76% of immunocompromised (IC) Americans believed they would need supplemental protection, but only 26% were actively seeking it, often unaware that monoclonal antibodies could help.
To help immunocompromised Americans feel truly seen in their COVID-19 reality and aware that an additional layer of protection is available, we developed Up The Antibodies to empower the immunocompromised community with a new choice, and a renewed voice, in their ongoing fight against COVID-19.
The impact of the campaign has been staggering:
A :60 PSA featuring Academy Award-winning actor Jeff Bridges ran on network/cable TV sparking massive awareness and action – 86% of patients say the PSA resonated with how they have been feeling throughout the pandemic.
Jeff issued a full-page open letter, in partnership with the Sunday New York Times alongside a custom educational COVID-19 crossword puzzle. The engagement continued through a series of spots on The Daily podcast and strategically placed articles in AP News to further educate and drive awareness.
Our influencer squad of 20 patients, caregivers, and HCPs created 130+ pieces of unique content that reached nearly 1 million people. Further, earned media resulted in over 4.3B+ impressions alone.
Our social and digital ads drove to UpTheAntibodies.com which garnered 500K+ site visits prompting CRM registration and downloads of a doctor discussion guide in both English and Spanish. Not only did we see 41% of people coming to the website downloading our discussion guide, but over 700 immunocompromised Americans came forward to share their story.
In totality, Up The Antibodies dramatically increased patient likelihood to speak with a doctor – Since campaign launch, we’ve seen a 75% increase in awareness and 128% increase in immunocompromised Americans who have spoken to their doctor about long-acting antibodies.
Campaign
Up the Antibodies Website
https://mustard-cornet-tanm.squa...
Up the Antibodies
https://app.frame.io/reviews/f2e...
2023 Awards
Total Points: 3
Merit
Credits
Agency
Edelman / New York
Design Firm
Company 3 / Santa Monica
Flavor / Chicago
Production Company
Caviar / Los Angeles
Post Production Company
Cutters Studios / Chicago
Account Supervisor
Dr. Stephan Abramowitz
Julia Brandt
Associate Director
Silveen Khan
Executive Vice President
Aysha Venjara
Jennifer Rakov
Josh Rontal
Global Chief Creative Officer
Judy John
Senior Art Director
Cassidy Schultz
Senior Copywriter
Jules Herrick
Senior Designer
Sarah Miller
Account Executive, Health
Tyller Moorer
Account Supervisor, Digital Health Content Strategist
Terry Gelsi
Account Supervisor, Health
Nierah Jinwright
Account Supervisor, Health Digital
Jessica Sterdt
AE, Technical Producer
Arianna Agarwal
Assistant Account Executive, Health
Abbie Finner
Emilee The
Associate Creative Director, Copywriter
Eric Yohnka
Associate Design Director
Stephanie Falaschetti
Audio Studio
Another Country / Chicago
Creative Director, Art Director
Bryan Lee
Creative Director, Copywriter
Brett Dixon
Director Influence Marketing
Priscilla Ramos
EVP, Talent & Influencers
Dina Mallin
Executive Vice President, National Health Media
Kim Angelastro
Executive Vice President, U.S Creative, Health Lead
Michelle Tucker
Global Chief Strategy Officer
Brent Nelsen
Global Creative Chair for Health
Manuel Frank
Grammy Award and Academy Award winning record producer, guitarist and song writer that wrote the score for our film.
T Bone Burnett / Los Angeles
Jr. Coordinator, Influence Marketing
Allegra Kevorkian
Manager, Brand Experiences
Naiya Parker
Managing Director and US Head of Operations, Health
Abbige Griffith
Managing Director, US Health Strategy
Aimee White-Charles
Media Executive
Sonali Ranasoma
Stephanie Stellas
Media Supervisor
Thomas Jordan
Production coordinator
Amelia Sacco
Research Director
Henry Krause
Mary Puchalski
Senior Account Supervisor
Apeksha Gulvady, PhD
Senior Account Supervisor, Health
Sydney Fiorentino
Senior Associate, Performance Analytics
Ariana Saunders
Senior Director, Rights and Partnerships
Chris Specht
Senior Director, Talent & Influencers
Dylan Froom
Senior Media Supervisor
Lizzie Roman
SENIOR PRODUCER
Lisa Wunsch
Senior Project Manager
Katlyn Momberger
Senior Vice President
Jennifer Johnson
Jeremy Gosbee
Katherine Wiet
Senior Vice President, Group Creative Director
Brian Wood
Senior Vice President, Music Partnerships
Dave Santaniello
Senior Vice President, Rights and Partnerships
Paul Dunn
SVP, Group Program Director
Daniel Levengood
Temporary Vice President, Brand Experiences
Angela Pinelli
U.S. Chief Creative Officer
Jordan Atlas
U.S. Chief Strategy Officer
Melle Hock
Vice President
Autumn Cueller
Maria Garcia
Vice President, Brand Experiences
Heidi Kosoglov
Vice President, Earned Media
Alexandra Spanakos
Vice President, Executive Producer
Aldo Gagliardi
Vice President, Health
Chelsea Echavarria
Vice President, Health Digital
Benjamin Bernhard
Nicole Frost
Vice President, Health Earned Media
Shannon Moore
Vice President, Healthcare Social Strategy
Robin Sacawa
Vice President, Influence Marketing
Lauren Bosco
Vice President, Pharma Product Communications
Eleni Farmakis
Vice President, Talent & Influencers
Amanda Gorin
Lauren Harris
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