Getting out of the Rough with Jason Day | AstraZeneca
A 6-part video series that highlights the importance of biomarker testing after a lung cancer diagnosis.
Overview
Getting Out of the Rough is a 6-part series hosted by PGA champion, Jason Day. The campaign brings awareness 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.
Website Design
In collaboration with the art director, we designed and prototyped the campaign website to host the episodes and supplemental resources for navigating a lung cancer diagnosis.
Integrated Marketing
I was the lead designer for integrated marketing materials. We reached our audiences across numerous platforms, including animated and static display ads, organic and paid social graphics, Spotify ads, and a two-page advertorial in PGA Magazine.
Results
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:
82MM
social media impressions
301,000+
website visits
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
