Building a cross-channel campaign to protect the power of antibiotics

The goal

To develop a three-year campaign highlighting the unmet need in antimicrobial resistance, showcasing the nature and impact of GARDP’s solution, and inspiring people to act.

Our approach

Concept development

Working closely with the GARDP team and a partner design agency, we developed the overarching creative concept and campaign strategy. This included a key message framework and “ask” with core content inspired by, and showcasing, real human stories.

A campaign toolkit

With the concept in place, we worked together to develop a full campaign microsite and supporting content. For the first phase (2023), content ranges from campaign newsletters and social media panels to event banners, media outreach, and Google Display ads.

Campaign monitoring

As the campaign progresses, we provide GARDP with regular monitoring and results reports – taking care to use lessons learned to inform, refine, and evolve future plans and activities.

The impact

A key tool to raise awareness on the risk of antimicrobial resistance, the first six weeks of the campaign saw over 200,000 impressions on LinkedIn and X (formerly Twitter). Complementing this, Google Display ads generated over 3,000 clicks, with the campaign microsite receiving 3,600 hits.

We loved this project because…

It gave us the chance to really get creative and develop a dynamic and flexible campaign concept. We loved translating stories and content across multiple channels and using our digital skills to help protect the power of antibiotics.