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Company: Hearts & Science, New York, NY
Company Description: Media Agency
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
 Nomination Title: OP on the TV – Raising Awareness of Osteoporosis
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Sep 14 2020
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 227 words used.
Osteoporosis (OP) is a silent disease. One in two women in the U.S. over 50 will experience a bone break due to osteoporosis in their lifetime. And yet, many women are not even aware that they have it until they break a bone. This is because most women believe that OP is an old women's disease. Women 50+ think they're too young to have it, or that diet and exercise can prevent it. Yet, less than 20% of women with postmenopausal osteoporosis who experienced a fracture received treatment for the underlying disease of osteoporosis within 6 months following a fracture. As one of the world’s leading biotechnology companies, Amgen is committed to helping patients suffering from serious illnesses and bone diseases like OP.
That’s why it is campaigning to get more women over 50 to talk to their doctor about a bone health plan (which they can pledge to do so via an Amgen-sponsored landing page at TakeChargeofOsteo.com). But how could we reach someone who does not feel spoken to since they don’t think they can be affected by the disease?
Traditional media was our solution: Our insights revealed a key trend in our target’s media habits: they watch more daytime TV than anyone else – more than 7 hours a day. Typically, they enjoy soap operas and chat shows, talking about relevant female issues.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
We decided to proceed with the most consumed media channel to reach avid TV viewers in our target group. But to not only raise awareness, but actively drive traffic to the landing page to get them to engage with the educational website and pledge, we knew that running typical pharma TV spots would not be enough.
To get our audience to listen to our message, we would use power of storytelling combined with the reach of TV and integrate OP into the TV Shows they never miss:Soaps and Chat Shows. In a first cross-property partnership, we would tell our audience about OP by working an educational message into their favourite shows: ABC/Disney properties General Hospital, America’s longest-running soap opera, and The View, a female-fronted chat show.
Blurring fiction and reality, in General Hospital, we would work our message into the show itself – scripting a storyline about one of the leading characters (Alexis, a woman aged 50+) being admitted to the hospital after breaking a bone. Much to her disbelief, the doctor would diagnose her with OP, prompting Alexis to learn more about the disease and how to treat it – enabling our audiences to be educated and realizing that OP is not just an old women’s disease. Then, we would turn fiction into fact – by having the actress who plays Alexis appear on chat show The View, to talk about what it was like playing a patient with OP, and the realities of the disease.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 243 words used.
We integrated our OP storyline into four consecutive episodes of General Hospital. We wove OP facts into dialogue throughout the episodes, creating educational moments and heightening awareness. Crucially, we focused on Alexis’s dialogue with her doctor, explaining how to get a DXA scan (which would tell her if she had OP), and, later, her treatment options. Viewers watched OP change the life of their favorite soap character – before learning more on their favourite chat show. Running concurrently with the storyline, we booked the actress who plays Alexis, Nancy Lee Grahn, to appear on chat show, The View. The interview was sponsored by Amgen, and an on-screen CTA prompted viewers to head to TakeChargeofOsteo.com to learn more about OP and pledge to see a doctor.
Our social posts pushed viewers to tune-in to General Hospital and tagged the TakeChargeofOsteo FB page so the audiences could learn more about how to prioritize their bone health. Our integrated storytelling approach reached our target audience. Our broadcast integration reached nearly 20m viewers (including 12.6m women 50+), prompting them to visit the doctor. Specifically, our General Hospital episodes were watched by 14M viewers (9.4M W50+, 4.7M W65+). The View interview was watched by 5.4M viewers (3.3M W50+, 2.1M W65+) As an indication that our integrations raised awareness of OP, Google searches for "osteoporosis" doubled during the campaign versus pre-campaign. Search interest value increased from 50 to 96 (out of 100).
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 116 words used.
TakeChargeofOsteo.com:
Importantly, traffic to TakeChargeofOsteo.com increased by over 700% (from 980 on average before our campaign to 6,900 monthly visits during our integration). From a pledge standpoint, during the 4-week campaign period alone, 229 women pledged to visit their doctor. This included 180+ pledges during the General Hospital / The View air dates. To put that number into context, pledges during the campaign period amounted to 4.5x the number of pledges for the entire front half of 2020 (approximately, 50). Overall, demonstrating the disease through integrating it into the storyline of a soap opera enabled us to overcome the common myths and help women realise that they also could be affected by OP.
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