Up The Antibodies

Immunocompromised Americans are already painfully aware of their COVID-19 reality. They feel unseen, isolated and forgotten, as if the world has accepted them as “collateral damage” for the sake of their own return to normal. Without a clear solution to explore, they are stuck. Our objective was to make immunocompromised Americans feel truly seen in their COVID-19 reality and aware that an additional layer of protection is available to help. This led to our big idea: 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.
To inspire the immunocompromised and their loved ones to take proactive action against COVID-19 — The New York Times was leveraged to create custom integrations that looked and felt like editorial content and engaged the target while they were enjoying their favorite sections of The Times across print, digital and audio.The partnership consisted of a full-page open letter from Academy Award-winning actor Jeff Bridges, published in partnership with the Sunday New York Times (circulation: 793K) alongside a custom educational COVID-19 crossword puzzle. Jeff was the face of our 60 second PSA, which ran on network/cable TV and was shared on Jeff’s social channels. Jeff 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. The custom crossword and letter leveraged a QR code directing users to UpTheAntibodies.com for more in-depth information on options for COVID-19 protection and a doctor discussion guide. The engagement with The Times then continued through a series of spots on The Daily podcast and with branded content featuring influencers to help tell unique stories in a fresh new editorial environment.Our print integration, as well as podcast takeovers and other units, exceeded or met campaign all goals. The partnership launched on September 18th and ran through December 31st, 2022, resulting in 34M+ impressions to date.