COVID-19 infects Black and Hispanic people at 3.5 times the rate of the general public. In the first six months of the pandemic, it lowered their life expectancy by a horrifying three years.
The ACTIV-2 Study knew it needed to move fast, finding new ways to blast through 400 years of discrimination in healthcare. So the trial, testing different treatments to help non-hospitalized adults fight COVID-19, relies on an entirely new playbook.
Prioritizing a diverse patient population, Klick Health and Jumo Health leaned into a rich understanding of the barriers preventing people of color from enrolling in clinical studies. And it zeros in on trusted members of the community — including barbers and hairstylists — to combat this mistrust of medicine.
The campaign aims to bring hope to an otherwise dire situation. At the time of development, people who tested positive for COVID-19 felt virtually powerless — hospitals were over capacity and precious resources such as ventilators and hospital beds were hard to come by. Without treatment, those who fell ill with COVID-19 were reduced to simply hoping and praying they would make it through — isolated and alone with their fears.
Trials empowered patients to get care for their COVID-19 infection, moving them from victim to victor as their participation became the critical link to life-restoring treatment. This campaign portrays a sense of confidence, inspired hope and a sincere invitation to join the fight against COVID-19.
It quickly expanded from 10 trial sites to 150. And in eight months, it created 55 million social impressions, 16 million search impressions and more than 1 million website views.