Sweet Georgia Brown is a legendary blues singer from a small town in South Carolina. She started singing as a child when she won Amateur Night at the Apollo at age 13. She has performed with Dizzy Gillespie and B.B. King, as well as all over the globe. Sweet Georgia Brown has captivated audiences and never let any challenge, including diabetes, stand in her way. Her high energy performances and sass are infectious, and only a fraction of what represents her inspiration to others. Whether life hardships or bouts with health, music guided her to rise above any challenge. She currently has regular gigs at two NYC venues, 55 Bar and Arthur’s Tavern.

Banners, pre-roll video and mobile banners support the connection between her powerful story and Bydureon’s campaign across devices. In office clips of the program extended her story at point of care.

No matter what your condition, a purpose is what gets us all out of bed every day and makes us keep going. By focusing on two patient stories, we could show our audience that diabetes is not what defines them, rather it is their passion points that fuels the desire to keep it under control.

Lifescript employed Coup Entertainment to create a documentary video series that showcased the full story of someone who is living with Type 2 Diabetes, who would be a source of inspiration for those watching.

Banners and pre-roll video throughout the video series support the connection between her powerful story and our branded campaign. In office clips of the program extend her story at point of care. Mobile banner geo-fencing near those offices bring patients closer to resources while they are talking with their HCP about managing their diabetes.

Initial results have shown a positive impact of the video program as it relates to our branded campaign that surrounds the program. Below reflects the initial performance (data reflecting 3/1-3/31 timeframe):

• Scale / Reach - Over 45,000 unique visitors online, over 3,000,000 impressions across 900 doctors’ offices

• Compelling User Experience - Over 70% of those who started watching, completed the entire video

• Earned Media - Social sharing returned 300,000 additional impressions

• Brand Benefit - Click through rates on media 5x’s industry average

We are also partnering Symphony Health and ComScore to measure incremental patient starts on brand post campaign launch. This data will be available later this year. We are hopeful that this program will help demonstrate the power of an integrated video campaign in reaching our audience.