INSPIRED BY THE VOICES OF THOSE LIVING WITH A TERMINAL LUNG DISEASE

Created by our internal production team at Weber Shandwick.

Idiopathic Pulmonary Fibrosis (IPF) is a rare, terminal lung disease that affects roughly 100,000 people in the United States. IPF results in permanent scarring of the lungs making it difficult for oxygen to get into the blood and causes shortness of breath, particularly when walking and exercising. People suffering from IPF have described it as trying to breath through a straw stuffed with cotton.

We developed a unique unbranded campaign for our client, Genentech, to support people with IPF & their caregivers. The content was developed to help cultivate the mindset needed to persevere in their IPF journey through the power of shared experience and practical expert perspectives.

Among the content we developed for this campaign, we created a series sharing the stories of patients living with the disease and the caregivers who support them everyday.

Media Partnership & Content Hub
We partnered with AARP, which helped tap into the 50+ year old demographic – the campaign’s key audience — and created a dedicated hub on AARP.com featuring the inspirational, authentic stories of two people living with IPF, Ginger and Nick, along with their caregivers. Results included 160,840 article page views and an average time spent on each article of 3:28 min (double the industry average).

Social Media
Engaging Genentech social media content and AARP Facebook Ads generated over 15,000 link clicks to hub content and over 5,000 reactions, comments & shares across social channels. An advocacy group partnership communicated directly with people impacted by IPF, resulting in hundreds in the IPF community sharing their own stories through their social channels.

Paid Media & Banner Ads
The release garnered nearly 4,000 placements (print and online) in 48 of the top 50 U.S. media markets. Banner ads drove over 2,400 CTA clicks to Esbriet.com and 1,500 CTA clicks to the AARP hub housing all of our content.

Awards & Recognition

• 2019 Innovation SABRE Awards - Finalist: Best Content Creation for Media Sites