2023

NYX Awards - 2023 Gold Winner Winner

Up The Antibodies

Entrant Company

Edelman

Category

COVID-19 Related - Public Interest / Awareness

Client's Name

AstraZeneca

Country / Region

United States

Experience Level

Agency

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 strategy 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 strategy led seamlessly 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.

We surrounded immunocompromised Americans to earn their trust and inspire them to act with tactics including a 60 second PSA featuring Academy Award-winning actor Jeff Bridges, 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. It was fitting that, for this PSA, he was able to get back to doing what he loves with some of his favorite people – joining director Scott Cooper and music legend T Bone Burnett – for their first reunion since the making of 2009’s Academy Award-winning film, Crazy Heart.

The impact of the overall campaign has been staggering. Jeff Bridges not only deeply resonated but sparked massive campaign awareness and action, with 86% of patients saying Jeff Bridges’ 60 second PSA resonated with how they have been feeling throughout the pandemic.

2023
 
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KoçSistem Bilgi ve IletiSim Hizmetleri A.S

Entrant Company

KoçSistem Bilgi ve IletiSim Hizmetleri A.S

Category

Strategic Campaign - CSR Program

Country / Region

Turkey