Introducing E-asthma: A new brand for an old disease.

Most people think that all asthma is (and should be treated) the same, which means a war of attrition with their asthma, wearing them down into complacency and resignation. Enter Lung Story Short: an engaging presence for and discussion of eosinophilic (e-)asthma, so that folks can learn about their asthma type and find success treating it accordingly.

The Results
In the first six weeks after launch:

over 9.1K easthma.com visits, and blood test expectations at 38% above goal

engagement rate 30% above goal, and click rates at 22% and 67% above benchmark, respectively

Coverage in CNN New Daily, Cheddar, Yahoo! Life series, The Unwind, and Forbes

There's no denying that the nation is in the midst of a mental health crisis -- as well as in critical shortage of psychiatrists. While there's been progress in dispelling stigma around treatment, far too folks are actually seeking out care for themselves. That's in part because the first step to treatment is a confusing one.

The APAF tasked our team with making the mental health journey feel safe, empowering, and providing various entry points to treatment in order to lift the burden on APA members.

To do so, we led with a clear, direct imperative: You Make the Call. We created a surround sound campaign for both English and Spanish speakers, disrupting a culture of passive self-help and providing diverse resources, support, condition-specific personal storytelling, and ultimately pathways to finding the mental health care that Americans so deserve.

The Results

our PSA garnered 242 million impressions in its first year

over 58 million paid social impressions in 3 months since launch

114 million social impressions in first 3 months since launch

54k website visits in first 3 months since launch

Recognition

Bronze - Anthem Awards Health Awareness - 2024

Bronze - Anthem Awards Health Community Engagement - 2024

88% of people living with schizophrenia are on daily oral pills, and the majority struggle to stay on those meds.

As the category leader, Janssen tasked us with growing awareness of and consideration for long-acting injections (LAI), so we harnessed the powerful, real stories of the final episode someone had before deciding enough was enough and making a change in treatment to an LAI.

Recognition

Effies 2021 - Finalist - Disease Awareness & Education | Healthcare/Rx/Consumer/DTC

One Show 2020 - Finalist - design/moving image

LIA shortlist 2019 - Pharma craft

New York Festival Global Awards 2019 - Bronze - Pharma film craft for “Out of the Dark”

New York Festival Global Awards 2019 - Bronze - Pharma film craft for “Super Powers”

After Damar Hamlin experienced a cardiac event during a live NFL broadcast in early 2023, the lifesaving value of CPR was immediately national news. However, 70% of Americans feel helpless to act during a cardiac emergency.

The American Heart Association seized the moment: we launched a movement to train and build a Nation of Lifesavers. Along with the NFL and other powerful partners, we held CPR instructional events in communities nationwide. We also amplified our voice through sending Damar on a speaking tour, hosting live CPR classes on the TODAY show plaza, and creating educational content across social channels. 

The Results
The program reached a total of 3.6 billion individuals across earned media, broadcast, press releases, and SMT. 

As the Nation of Lifesavers continues to grow, we’re on track to double survival rates from sudden cardiac death by 2030.

As COVID-19 vaccines became available in early 2021, public health authority recommendations to help relieve post-shot side effects left Advil completely out of the conversation. Hesitancy, rather than hope, took center stage in the national narrative – so many people were fearful of post-vaccine side effects.

To shift the conversation from “wait and see” to a more hopeful outlook, we created #AfterMyShot, an influencer-driven program designed to increase vaccine consideration by sharing what people want to do post- vaccination with Advil as a partner to help them get to the after, faster.

We partnered with actor and comedian, Anthony Anderson, to share his candid #AfterMyShot moments and drive consideration for his nearly 2 million followers to think about what they want to do after their shot. To expand our reach, we enlisted a diverse group of micro-influencers to share their moments and reach a wide range of communities across America.

Results
Our campaign created 2.7 billion earned media impressions, and coverage by a wide range of media outlets, including GQ, NBC, USA Today, LA Times and Forbes, among others.

#HealthTok needs a vibe check. There are a million trends that promise to heal your body (some more credible than others) and it can be overwhelming to understand what’s correct or not.

Benefiber hopped onto some of those trends and simplify #GutTok by showing that adding Benefiber can check gut health off your wellness wishlist.

In short, we created the first ever Benefiber squatty potty, and I’ve never wanted brand merch more.

Chamberlain’s myQ came to us with two related problems: very little awareness of smart garage door openers and almost no awareness of myQ as a brand.

To launch a brand in a non-existent category, we created short song and dance numbers and leveraged them with unique placements at the bottom of amazon’s purchase page that allowed us to build awareness rather than compete with the rest of the cluttered platform.

The Results
+157% Organic Sales on Amazon
+600% Increased Transactions
+ 248% Increased Average Monthly Orders

Everything about allergies is frustrating. Feeling awful is frustrating, but even more so is having to use various treatments to address all your symptoms.

Just in time for spring allergy season, we needed to correct some misconceptions and make Flonase top of mind for multi-symptom allergy symptoms – starting with the unofficial allergy symptom: frustration. We created a cathartic way to let high profile allergy sufferers to get their frustration and our message out: an allergy frustration smash kit.

The Results
Demand was so overwhelming for the smash kit that we had to send out a second batch, resulting in a grand total of 8.7 million impressions.

In order to launch a new rewards program across all Southeastern Grocers banners, we recruited Wayne Brady to sing about having gas, flirt with shoppers, and dance in an impossibly tight suit in a series of music videos.

As a challenger brand in the homogenous HIV medication space, we based our platform on the emotional insight that fear of losing community and love is often the primary reason why people don’t treat HIV. If fear of losing love can discourage treatment, reassurance of community and love can be the reason to treat.

Across our “Love Moves Us” campaign, we captured real words of affirmation and support for those feeling isolated after an HIV diagnosis, and showcased real families and unconditional love in all its forms.

The prevailing public understanding is that asthma is a monolith: same cause, same diagnosis, same standard issue inhaler. Which isn’t helpful for the nearly 4 in 5 folks with eosinophilic (e-)asthma, which is triggered by a dysregulated immune system. But nobody knows about e-asthma, and it has zero identity.

When the medium is the message, we worked with Emmy-winning actor, and life-long asthma sufferer Tony Hale to help add some personality to raising awareness of eosinophilic asthma through a social content series.

The Results
222M+ impressions in earned coverage

All creative semantics aside, Goodwill invented vintage. As such, they know vintage trends better than anyone else.