Positive Covid Campaign
Case Studies

Award Winning Results for the ACTIV-2 COVID-19 Study

The “Rise Above COVID” campaign broke boundaries, advanced science, and improved lives

Challenge

COVID-19 infects Black and Hispanic people at 3.5 times the rate of the general public. In the first six months of the pandemic, it lowered their life expectancy by a horrifying three years.

The ACTIV-2 Study knew it needed to move fast, finding new ways to blast through 400 years of discrimination in healthcare. So the trial, testing different treatments to help non-hospitalized adults fight COVID-19, relies on an entirely new playbook.

Solution

Prioritizing a diverse patient population, Klick Health and Jumo Health leaned into a rich understanding of the barriers preventing people of color from enrolling in clinical studies. And it zeros in on trusted members of the community — including barbers and hairstylists — to combat this mistrust of medicine.

 

The campaign aims to bring hope to an otherwise dire situation. At the time of development, people who tested positive for COVID-19 felt virtually powerless — hospitals were over capacity and precious resources such as ventilators and hospital beds were hard to come by. Without treatment, those who fell ill with COVID-19 were reduced to simply hoping and praying they would make it through — isolated and alone with their fears.

Awarded Gold Medal
in Clinical Trial Marketing from MM+M
55 million
Social Media Impressions
44% of referred patients
were through Jumo's site
20% higher
Screen rate than the CRO

Results

Trials empowered patients to get care for their COVID-19 infection, moving them from victim to victor as their participation became the critical link to life-restoring treatment. This campaign portrays a sense of confidence, inspired hope and a sincere invitation to join the fight against COVID-19.

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