Getting Out of the Rough is a 6-part series hosted by PGA champion, Jason Day. The campaign brings a personal approach to biomarker testing information through Jason's story as a caregiver to his mother who was diagnosed with stage IV non-small cell lung cancer.
In each episode, Jason interviews an influencer from the fields of medicine or entertainment about their experience caring for a loved one with lung cancer. Celebrity guests include Julie Bowen, Anthony Anderson, and Bellamy Young.
The six-episode miniseries was housed on a visually immersive campaign website, featuring professional golfer Jason Day. With Jason leading the charge, the campaign featured a star-studded lineup, including Julie Bowen and Bellamy Young, who contributed a unique perspective through their personal connections to lung cancer.
After the wild success of Complete Your Diagonsis, AstraZeneca asked us to elevate and create something bigger to highlight the need for biomarker testing in the non-small cell lung cancer space.
As the most senior creative, I oversaw a team consisting of video producers, art directors, graphic designers, UX/UI creatives, and developers to create more than 300 assets for this integrated marketing campaign.
Taking inspiration from streaming services, I oversaw a team of UX, UI, and developers to create an easy to use website for viewers to watch each video.
The campaign launched with a supporting multi-channel campaign, generating awareness online via paid traffic ads across all channels, and messages amplified on celebrity platforms.
Integrated marketing included animated/static display ads, organic/paid social graphics, Spotify ads, and a two-page advertorial featured in PGA Magazine.
The goal of the campaign was to increase awareness of biomarker testing among lung cancer patients, caregivers, and healthcare providers. Launching in April 2022, the campaign was met with major success: 82 million social media impressions, 301,000+ website visits, and a 337% increase in monthly medical oncology patient visits.
Awards
Ragan's PR Daily Awards, Influencer Campaign Finalist
PM360 Trailblazer Awards, Unbranded Campaign Gold Winner
PRovoke Media North American SABRE Awards, Pharmaceutical: Rx Finalist
