Shining a light of hope on the reality of people who are immunocompromised.

BACKGROUND

Immunocompromised Americans feel stuck in a strange COVID-19 purgatory—fully vaccinated and boosted, yet not fully protected. They feel unseen, abandoned and isolated as the world moves on without them. 

In fact, 76% of immunocompromised Americans already believed they would need supplemental protection against COVID-19 beyond vaccines. But only 26% were seeking it, often unaware that monoclonal antibodies could help with prevention. 

IDEA

AstraZeneca presents “Up The Antibodies,” a campaign that empowers people who are immunocompromised with a new choice, and a strong voice, in their ongoing fight against COVID-19.

EXECUTION

Authentic stories, like the :60 PSA featuring Jeff Bridges, created empathy for the current reality of immunocompromised people. Reuniting Jeff with Crazy Heart director, Scott Cooper, and composer, T-Bone Burnett, he shared his near-death battle with COVID-19, which he contracted during cancer treatment. Additionally, Emily V. Gordon and Kumail Nanjiani hosted a media roundtable to discuss their COVID-19 experience, which was shaped by Emily’s immunocompromised status.

Campaign Surround-Sound tactics were strategically deployed across digital, social, influencer, out-of-home, and advocacy partners to maximize reach. All driving to a clear call-to-action to consider an added layer of protection against COVID-19 with a long-acting monoclonal antibody therapy, so they can get back to what they love.