Getting Out of the Rough (AstraZeneca and JPA Health)
In 2022, an estimated 236,740 adults in the United States will be diagnosed with lung cancer, which remains the leading cause of cancer death worldwide and accounts for around 25% of cancer deaths in the United States. About 85% of lung cancers are non-small cell lung cancers (NSCLC). It is estimated that approximately 25% of patients also have an epidermal growth factor receptor (EGFR) mutation.
Promising treatment options now exist for better outcomes that target specific biomarkers, such as EGFR. These therapies can interrupt tumor growth and function, while reducing damage to healthy cells. Yet, many patients do not receive biomarker testing and don’t know their EFGR status.
AstraZeneca tapped JPA Health to create “Getting Out of the Rough:” a six-part unbranded campaign featuring pro golfer, Jason Day. The series personalizes the importance of biomarker testing through Jason’s story as a caregiver for his mother, Dening, diagnosed in 2017 with Stage 4 NSCLC with an EGFR+ mutation. The campaign provides additional information and supportive resources by leveraging the stories of additional celebrity guests from the worlds of medicine and entertainment.
JPA filmed and produced all six episodes for the campaign and created a website along with 150 social, digital, and video assets to support the launch and on-going promotion of the campaign. Two weeks after episode one launched, the campaign reached a total of 2.23 million people. Significant engagements came from earned media coverage, with over 405,000 impressions on the campaign’s press release. Within a month of launch, the website received over 64,000 visitors and the episodes outperformed benchmarks for time watched.
