Laughter really is good medicine.

When AstraZeneca had a new triglyceride medicine on the way, their biggest hurdle wasn't getting FDA approval. It was getting patients to care in the first place. This integrated campaign educated skeptical patients who had grown tired of being nagged about their health.

The campaign was activated via Twitter, YouTube and Pinterest, generating some of the highest engagement in the pharma category. YouTube video completions increased 100% over pharma benchmarks. It was one of Twitter’s top 5 performing campaigns ever in the category and won a slew of awards, including a Grand Prix at Cannes.

Lung cancer – the black sheep of oncology. 

No pink ribbons. No inspiring memes. No walk for the cure. Just a quarter million people diagnosed every year, with nowhere to turn.

Lung cancer kills quickly. And there’s social stigma attached to the disease. So people living with it often feel isolated and lack support. To change that, we established LVNG With - a social support community for people living with lung cancer and their loved ones. 

As part of our outreach, we created The Gifted Day - a once-in-4-years holiday designed to remind people how special an extra day of life really is. 

The day before Leap Day, we released a different “teaser” on our social channels each hour.

Then, on The Gifted Day (Leap Day), we released an online film. Street teams handed out materials to passersby. And we solicited clips of people answering what moves them most.

Results. In 24 hours, this viral content garnered half a million views, a 500% increase in shares. Most importantly, we reached 1,500 people touched by lung cancer, who are now members of LVNGwith. 

The hashtag #GiftedDay resulted in a 67% higher view-through rate (views/total impressions) than similar programs.  At the time, the non-pharma social benchmark was 22.94% -- we achieved 38.37%, with 445k video views and a 90% increase in new followers. And we felt really good about doing it. Most importantly, so did the LVNGwith community.