In 2022 with the COVID-19 pandemic waning, we needed to inform immunocompromised Americans about a monoclonal antibody that could keep them safe while the rest of the world got back to normal.

So, we partnered with Oscar-winner Jeff Bridges— who experienced a near-death battle with COVID-19 while receiving chemotherapy— to inform immunocompromised people that they have options to keep them protected.

An Open Letter in the New York Times

We also leveraged a full spread in the Sunday New York Times to print a full-page open letter from Jeff about the struggles the immunocompromised community has faced during the pandemic. The media buy included a crossword puzzle because… New York Times… so we customized the clues and answers with COVID-19 facts.