2023

NYX Awards - 2023 Grand Winner Winner

Up The Antibodies

Entrant Company

Edelman

Category

Strategic Campaign - PR Campaign

Client's Name

AstraZeneca

Country / Region

United States

Experience Level

Agency

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.

• Jeff also issued a full-page open letter, published 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.

• Oscar-nominated power couple, Emily V. Gordon and Kumail Nanjiani hosted a media roundtable, along with a patient influencer and healthcare provider, to discuss their unique COVID-19 experiences, which were heavily shaped by their immunocompromised status.

• A diverse influencer squad of 20 patients, caregivers, and healthcare providers created a social groundswell, which we continued through campaign-owned social channels.

• Our social and digital ads drove to UpTheAntibodies.com, prompting CRM registration and downloads of a doctor discussion guide.

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.

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