More Than Hope: Delivering Life-Saving Answers in a Global Crisis
Eli Lilly
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Eli Lilly: More Than Hope Campaign
The Challenge
At the height of COVID-19, with no vaccines yet available, Eli Lilly’s new monoclonal antibody (mAb) treatment had FDA emergency use authorization but little awareness. Healthcare providers didn’t know how to administer it, and high-risk patients didn’t know it existed—making urgent education and outreach essential.
The Insight
Hope wasn’t enough—people needed clear information, accessible resources, and trusted guidance. Both healthcare providers and patients required education that was fast, accurate, and easy to put into action. Awareness was only the beginning; the campaign had to drive understanding and adoption at scale.
The Idea
We launched the More Than Hope campaign: a comprehensive awareness and education strategy designed to inform every critical audience.
For healthcare providers and infusion centers: detailed playbooks, protocols, and tools to stand up infusion sites quickly and safely.
For patients and caregivers: accessible materials and targeted communications to reach high-risk populations.
For state and federal governments: advocacy and awareness efforts to ensure treatments were supported, distributed, and promoted.
This multi-channel campaign provided the roadmap, resources, and reassurance needed to make an untested treatment both trusted and actionable.
The Impact
In just six months, the campaign delivered remarkable results:
2+ billion impressions across channels
Millions of visitors directed to CombatCovid.HHS.gov
Hundreds of thousands searched for treatment locations near them
Over 500,000 patients in 20 countries received infusions, significantly reducing the risk of severe illness, hospitalization, and death
The More Than Hope campaign didn’t just raise awareness—it delivered answers, saved lives, and helped turn the tide during the darkest days of the pandemic.
