How can you effectively convey complicated and serious medical-related information to consumers that break down barriers, provides clarity and genuinely impacts their lives? For A+E Networks, it's a big and exciting challenge. This challenge was met with tremendous collaboration, leveraging the equity of the "Ask2BSure" campaign and Lifetime's digital, streaming, and linear TV assets that reach an audience of moms who would be empowered by the campaign message. GSK's public health initiative, "Ask2BSure," raises awareness of Meningitis B and the Meningitis vaccination.
The centerpiece of this solution is a seventeen-minute sponsored short film, I Never Thought to Ask: A Mom's Quest for Answers, with Soleil Moon Frye. In intimate conversations, former 80's star and current "Ask2BSure" spokesperson Soleil Moon Frye meets with three mothers of teenagers who lost their lives after contracting Meningitis B, a mom who is a survivor of Meningitis B, and a pediatrician. During the film, they share heartbreaking stories and urge parents to ask their teens' doctors about this serious illness and how a Meningitis vaccination can help prevent it.
Frye, who has four children of her own, admits that she was unfamiliar with Meningitis B, until a good friend brought to her attention the uncommon but serious illness that can affect teens and young adults aged 16 to 23. The film highlights Frye's journey of discovery, demonstrating her determination to get educated and help arm moms of teens with this information, and empower them to "Ask2BSure."
At a time when consumers are increasingly distracted, GSK was seeking a new way to connect authentically with their audience. David DeSocio, Executive Vice President of Ad Sales Marketing & Partnerships at A+E Networks, talks about how GSK's "Ask2BSure" campaign exemplifies A+E Networks' ability to adapt to changing consumer habits and elevate the brand's visibility and convey a nuanced message.
"This partnership is deeply rooted in audience discovery and conceived and executed to meet the client's objectives at every touchpoint" he noted.
"As consumer behaviors evolve, we continue to lean into more digital-first ideas and campaigns. That is where the future -- and audiences -- are headed, and we need to meet them where they are. And the messages need to be loud and clear" said DeSocio.
"This important message from GSK very much fits in the environment of Lifetime," DeSocio said, "but in this case, is not tied to a specific program. It is more deeply rooted in audience discovery and assuring that the story gets told to the right consumers, whether they see the three-minute or seventeen-minute short films."
A+E Networks develops custom digital-first and exclusive content for brand partners like GSK through its in-house creative team.
"When necessary, we are going beyond working with our network and series talent to create a unique partnership like we did with GSK," DeSocio said. Ms. Frye is represented by WME Productions.
Following its "TV Everywhere" approach to distribution, A+E Networks funneled the Lifetime and GSK short film across linear TV and digital and social media.
In addition to the short film, A+E Networks developed short "snackable" segments running on the linear network, as well as on social media and Lifetime's website. The content is also available on a dedicated website. Frye took over Lifetime's Instagram page with a poignant message to drive awareness.
"Unconventional and impactful, Ask2BSure isn't your average public health initiative. It was born to help give parents tools and empowerment to ask the right questions and start conversations with their healthcare providers about Meningitis B vaccination for their teens and young adults. Recent statistics reveal that seven out of ten 17-year-olds in the U.S. had not received even one dose of Meningitis B vaccination as of 2021, which underscores the importance of the film’s message. With Lifetime's core viewership comprising parents, the synergy was perfect, allowing Ask2Bsure’s tailored campaign, which has already reached over 1 billion media impressions, to continue to grow" said Sierra Bodor, Director of US Vaccines Communications at GSK.
"The short film has also made a tangible impact on parents of teens through Lifetime, GSK and mom influencers' social media channels, with parents sharing their gratitude for the invaluable awareness brought forth by this clear and actionable message," Bodor added.
So, what has the A+E team learned from this experience? "Big ideas still matter," DeSocio concluded. "Culturally relevant, powerful storytelling will always capture attention when we get it in front of the right people."
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