#SupportTheSearch

Cambridge BioMarketing and PAN took over the interior and exterior ad space of a single passenger train car using facts about rare diseases and zebra stripe branding (‘zebra’ is medical slang for a rare diagnosis). To capitalize on the buzz, they launched a social media campaign encouraging those who spotted the zebra car to post a picture or message to social media using #SupportTheSearch. For every post, Cambridge BioMarketing made a donation to Global Genes, NORD and the Rare Disease United Foundation.

PAN & CB executed an influencer strategy targeting advocates, caregivers and the general public via social media, educating them about the campaign and encouraging shares across their networks. Pharmaceutical trades and regional media was targeted to cover #SupportTheSearch and amplify the campaign’s mission. PAN & CB activated an email nurture campaign to extend the engagement reach and generate donations among clients and prospects.