Personal genetics firm 23andMe aired its first TV ad last month in a bid to build the audience for DNA sequencing.
The spot is part of a multi-channel campaign, “Portraits of Health,” featuring national TV, radio and digital elements. Havas’ Arnold Worldwide created the campaign, with production company Buck directing and animating the TV spots. 23andMe has set a goal of reaching a million customers by the end of this year.
The effort is meant to educate the public about how understanding their DNA can aid them in making better health decisions. It also aims to help patients see 23andMe as a brand they can trust.
From the September 01, 2013 Issue of MM+M - Medical Marketing and Media
