This unbranded consumer campaign made no mention of product, therefore waving the need for FDA review. We consulted with internal medical and regulatory affairs continuously throughout the ideation and development of the campaign.

Immunocompromised Americans — still rightfully afraid of COVID-19 — weren’t aware that AstraZeneca’s new therapy could give them added protection and get them back to doing what they love. So we created a reunion that got immunocompromised legend Jeff Bridges back to doing what he loves: making films. We reunited Jeff with two old friends who helped him win an Oscar for Crazy Heart: Director Scott Cooper and composer T-Bone Burnett. What unfolds is a raw, authentic telling of Jeff’s COVID-19 battle that inspired the immunocompromised to speak to their doctors about this breakthrough therapy.

Seven million Americans are immunocompromised due to disease or medication -- neither adequately protected from illness, nor able to respond sufficiently to vaccination.  

In a study by the Centers for Disease Control and Prevention, they were four times more likely to be hospitalized with COVID-19 (vs. general population) and had higher odds of severe outcomes -- regardless of vaccination status.  

AstraZeneca’s EVUSHELD is the world’s first long-acting monoclonal antibody authorized to provide supplemental COVID-19 protection for immunocompromised people.   

Our research showed that 76% believed they needed supplemental protection; but less than half knew EVUSHELD was available and only 26% were actively seeking it. Our objectives were awareness, consideration, and community engagement.

Our performance highlights speak to the campaign’s impact, some of which include: 

We drove a 38% increase in awareness of monoclonal antibodies specifically for prevention 

61% of immunocompromised Americans who recalled the campaign reported that had or were likely to discuss monoclonal antibodies for prevention with their healthcare professional (vs. only 35% of those who did not recall seeing the campaign.) 

Since launch, we’ve generated more than 847,000 visits to the campaign website, where we generated more CRM registrations than any other unbranded campaign in the history of AstraZeneca; and 58% of registrants also offered to share their story as part of the future of Up The Antibodies – a testament to the authenticity of our Influencers, and our ability to connect to this audience with empathy and respect. 

Lead generation exceeded AstraZeneca benchmark by 300%.  (Leads defined as CRM sign-ups, downloads of our doctor-patient discussion guide or exits to

The feeling of immunocompromised patients in the U.S. is described in a New York Times article (Vulnerable to the Virus, High-Risk Americans Feel Pain as the U.S. Moves On, 2/24/2022), saying, “they find themselves coping with exhaustion and grief, rooted in the sense that their neighbors and leaders are willing to accept them as collateral damage in a return to normalcy.”  

This campaign took a collaborative approach to bringing science and innovation to life by leveraging influencers’ stories about the fears and sacrifices made to keep themselves and others around them healthy across varied social media channels, ultimately resulting in overwhelming feedback from followers who received this therapy or were interested in learning more.

Further, this campaign was directly targeted toward immunocompromised patient groups and HCPs, helping provide them with resources and equipping them with information on how to optimize COVID-19 protection by upping their antibodies.

This unbranded consumer campaign made no mention of product, therefore waving the need for FDA review. We consulted with internal medical and regulatory affairs continuously throughout the ideation and development of the campaign.

Designed to directly help immune-compromised patients, ​Up the Antibodies created a powerful path forward ​for people who are IC/IS. ​Engaging patients, along with their caregivers and HCPs, Up The Antibodies aimed ​to connect with the realities of individual journeys while ​inspiring action from influential voices in the IC/IS community.​