Best Pharmaceuticals Integrated Ad Campaign

Coherus BioSciences set out to educate at-risk populations, particularly Chinese communities, about the link between nasopharyngeal cancer (NPC), a rare type of head and neck cancer, with a specific type of hearing loss in an impactful way.

Coherus BioSciences launched “Sounds of NPC,” an integrated campaign featuring the first radio ad that tests your hearing to raise awareness of NPC and one of its common symptoms: hearing loss. Using data from medical journals, the spot utilized hundreds of sound effects and tones between 3500 Hz and 6000 Hz, a range of higher frequencies that people with NPC struggle to hear. The ad, which was featured on streaming radio and banners, drove people to NPCfacts.com, where people could check their hearing via an interactive tool on the website before talking to their doctor. By leveraging the mediums of audio and digital, we were able to create a geotargeted media plan to reach Chinese Americans, who are far more likely to be diagnosed with NPC, in cities with the highest prevalence of this disease.

Since its launch at the start of Head and Neck Cancer Awareness Month, the integrated campaign drove interest and subsequent behavior change. The geotargeted radio ad garnered more than 750,000 impressions while the number of visitors to NPCfacts.com increased by 127%, with visitors spending an average of 4 minutes on the site. In the end, Sounds of NPC not only shined a light on this rare cancer but empowered those at highest risk to seek timely medical guidance.

Contributors:

CCO:	Dina Peck
SVP, Group Creative Director:	Matthew Shepatin
SVP, Creative Director, Art:	Tyler Maxson
VP, Associate Creative Director:	Samantha Izurieta
Group Art Supervisor:	Angela Wyan
Associate Managing Partner:	Jane Ma
VP, Associate Editorial Director:	Jennifer Casey
Sr. Video Editor:	Nate Platzner
Sound Designer and Mixer:	Justin Kaupp

PATIENTS & PURPOSE

Location: United States