Up The Antibodies

For most Americans, the COVID-19 pandemic is over. But for Americans who are immunocompromised, the fear surrounding COVID-19 exposure remains all too real. Fully vaccinated and boosted, yet not fully protected because of their immune system’s inability to mount a strong vaccine response, research showed that 76% of Americans who are immunocompromised already believed they would need supplemental protection against COVID-19 beyond vaccines. The problem? Only 26% were actively seeking it. To address this need, AstraZeneca launched Up The Antibodies, a campaign that empowers them with a new choice, and a strong voice, in their ongoing fight against COVID-19. It’s 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. As part of the integrated campaign, we develop and launched UpTheAntibodies.com, the campaign website that provides stories from the immunocompromised community, including 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 well as Oscar-nominated couple Emily V. Gordon and Kumail Nanjiani. Along with educational content that breaks down the difference between long-acting monoclonal antibody therapy and traditional vaccines, and tools and resources, including a doctor discussion guide and CRM registration, UpTheAntibodies.com helps empower the immunocompromised community to make decisions around their health. A Spanish version of the website also enabled native Spanish speakers to learn more about COVID-19 protection. Since launch, UpTheAntibodies.com generated over 434K visits in the first 6 weeks alone, driving 7,280 doctor discussion guide downloads and 3,179 email signups. Over 700 Americans came forward to share their stories with us, which speaks to the power of the campaign in making the IC community feel seen and heard. This has led to a conversation rate of 4.4%, which is roughly 50% higher than any other equivalent AstraZeneca campaign.