At LVNG With, we say it how it is. Our content is not slick or polished because lung cancer isn’t. We tell 100% authentic stories, with real quotes, photos, and reactions. We encourage people to express whatever they are feeling, because it’s the right feeling, and find support in others. We embrace them as people (not patients) at every step of their journey. Our “for the people, by the people” approach is the heart and soul of LVNG With. And it’s what inspires and connects the community of people living with lung cancer.

Creative Idea: Live today like you are on gifted (not borrowed) time.

Our tone is:

• Uplifting — grounded in an optimistic way that is hopeful and resilient

• Validating — in a way that welcomes all feelings and experiences without judgment

• Refreshingly authentic — in our discussion of the highs and lows of lung cancer

• Campaign with the lvng.com website on 28 July 2015

• Paid search began shortly after, on 4 August

• Emails were sent to registrants starting in August

• Over 80,000 newspapers distributed to healthcare professional offices beginning in September

• In October, we kicked off three live pilot events (in San Diego, Dallas, and Philadelphia)

• Social became the hub of the community in December with the launch of Facebook and Instagram, and was supported by paid posts.

• The general-awareness OLAs that launched in January were created around the insight that people living with lung cancer fluctuate between being a Courageous Fighter, ready to do “what it takes,” and being emotionally vulnerable/Secretly Defeated at other times. The creative identified the emotional spectrum that a person living with lung cancer encounters on a daily basis. Over 40MM impressions with a 0.28% CTR.

Our efforts have made a big impact — doubling our paid media goal from 18MM to 35.9MM impressions. With over 352K paid search and 17MM paid social impressions, we have driven awareness of the program. And the community is activated and connected.

• Website: 116,847 Unique visitors since July

• Social: 145,009 likes, 11,474 shares, and 15,718 comments since December launch

• Email: 20.5% email open rate

We’ve strengthened the relationship between healthcare providers and AstraZeneca sales teams, with 48% reporting awareness of LVNG With (among randomly selected HCPs nationwide). Additionally, 66% of HCPs reported that LVNG With improved their perspective of AstraZeneca’s leadership in lung cancer — a core goal of this program. But, most importantly, people who were once isolated by the illness have connected with others like them while also finding inspiration to embrace life: 100% of event attendees plan to share what they learned with someone else.