Up The Antibodies

AstraZeneca’s EVUSHELD was the first long-acting monoclonal antibody authorized to provide supplemental protection from COVID-19 in immunocompromised people who may not produce sufficient antibodies in response to available vaccines. The supplemental protection would only be possible if people knew to ask for it, so our job was clear: we needed to bolster awareness of a long-acting monoclonal antibody as a preventative solution and motivate immunocompromised Americans to talk to their doctor about their interest and options for added protection against COVID-19. This led to our big idea: Up The Antibodies, a campaign with a clear call-to-action linking the protection of a long-acting monoclonal antibody therapy to the hope of getting back to what they love. We surrounded immunocompromised Americans with tactics including:  A :60 PSA featuring Academy Award-winning actor Jeff Bridges, which ran on network/cable TV and was shared on Jeff’s social channels. A full-page open letter issued by Jeff, published in partnership with the Sunday New York Times alongside a custom educational COVID-19 crossword puzzle. Engagement was perpetuated through a series of spots on The Daily podcast. A media roundtable hosted by Oscar-nominated power couple Emily V. Gordon and Kumail Nanjiani, along with a patient influencer and healthcare provider, to discuss their unique COVID-19 experiences which were heavily shaped by their immunocompromised status. A social groundswell created by a diverse influencer squad of 20 patients, caregivers, and healthcare providers which we continued through campaign-owned social channels. Social and digital ads driving to UpTheAntibodies.com, prompting CRM registration and downloads of a doctor discussion guide. A Spanish version of the website enabled native Spanish speakers to learn more about COVID-19 protection. Campaign impact has been staggering in the first six weeks alone, with 4.8B+ total impressions and 390K website visits. Jeff Bridges sparked massive campaign awareness and action, with 86% of patients saying Jeff Bridges’ PSA resonated with how they have been feeling throughout the pandemic. In totality, Up The Antibodies dramatically increased patient likelihood to speak with a doctor. Since campaign launch, we’ve seen a 128% increase in immunocompromised Americans who have spoken to their doctor about long-acting antibodies.