Repaid recruitment for a COVID-19 trial during the peak of the pandemic, when the world was in it together
Therapy area
COVID-19
Markets
USA, Brazil, Mexico, Hungary
Media
Meta, PPC, YouTube, Audio, Display
Overview
The TACKLE trial aimed to recruit high-risk patients who had recently tested positive for COVID-19 and were symptomatic.
At the time the trial launched, the pandemic had brought about huge changes to the way people interacted with each other and went about their everyday tasks. Lockdowns, closures and self-isolation meant people were turning to social media to form communities and talk about COVID-19.
We needed to tap into this community and build awareness around the trial and the potential to fight COVID-19. By using this strategy we were able to understand the behaviour of our audience to drive conversion from ‘seeing our ad’ all the way through to ‘signing up’.
The campaign focused on altruism and the ability to help others, positioning participants as everyday heroes making a difference in the global fight against the pandemic. Understanding the emotional state of patients, who may have felt isolated or uncertain after receiving a positive test result, we crafted a message that spoke to their desire to take action and be part of a collective effort.
By showcasing their potential impact and presenting the trial as an opportunity to contribute to something greater, we were able to inspire hope and encourage individuals to consider joining. Through this approach, the trial didn’t just become an opportunity for participation – it became a way for patients to directly influence the course of the pandemic.
Crafting the message: fighting COVID-19 with purpose
During the COVID-19 lockdown, at-home testing kits became widely familiar, and we used this to symbolise the fight patients were taking on by joining the trial. We reimagined the swab bud as a punchbag, paired with a defiant character, reflecting the action of ‘fighting’ COVID-19 and aligning with the trial’s name, “TACKLE”. With a short window to enrol patients who had recently tested positive, we ensured our message resonated strongly.
Targeting patients confined indoors and engaging with social media, our ads empowered them to play a role in tackling COVID-19. We also created a website where patients could easily check their eligibility for the trial, providing a simple next step to participate.
Bringing the vision to life: a global call to action
To bring the concept to life, we began by scamping out the design idea, using familiar elements from the COVID testing kit that were universally recognised, ensuring the campaign could scale worldwide. Using 3D modelling software, we carefully crafted the structure of the design to align with the widely known format of a testing kit. From there, we added colour and depth, gradually building up the image to create a dynamic and impactful visual. As a final touch, we replaced the usual functional testing instructions on the lid of the box with clear instructions on how to join the clinical trial, making the message both functional and compelling for potential participants.
