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. Immunocompromised Americans are already painfully aware of their COVID-19 reality. Research showed that 76% believed they would need supplemental protection beyond vaccines, but only 26% were actively seeking it, often unaware that monoclonal antibodies could help. 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. 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. Up The Antibodies leveraged three celebrity spokespeople, including Academy Award-winner Jeff Bridges, who recently discussed the fight of his life, first with lymphoma and then COVID-19, which he was exposed to in the time frame when he was receiving chemotherapy for cancer, as well as Oscar-nominated couple Emily V. Gordon and Kumail Nanjiani. The campaign also utilized 20 macro and micro social media influencers who fell within our target audience categories (immunocompromised individuals, healthcare providers and caregivers) to discuss the struggles of staying healthy during the pandemic in a world that doesn’t always make it easy and why looking into options, like long-acting monoclonal antibodies, could be beneficial. Influencers were the vessels to spread awareness, education and spark conversations. Their stories about their fears and sacrifices they made to keep themselves and others around them healthy sparked poignant conversations across social channels, resulting in overwhelmingly positive feedback from followers and personal accounts from others who received the therapy or were interested in learning more. Since Up The Antibodies launched, we’ve seen a 128% increase in immunocompromised Americans who have spoken to their doctor about long-acting monoclonal antibody therapy. Notably, 202 pieces of influencer content across Instagram, Facebook and Twitter have garnered the following results: 6,131,992 Total Impressions, 60,511 Total Engagements, 3.4% Overall Engagement Rate (+1.4 above benchmark)