The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 15th Annual Shorty Awards

AstraZeneca’s “Getting Out of the Rough” with Pro Golfer Jason Day

Entered in Pharma & Healthcare


Non-small cell lung cancer is the most common type of lung cancer (80-85% of all lung cancers are NSCLC). Adapting to life after a lung cancer diagnosis can be a difficult new reality, filled with challenges. However, lung cancer research has led to important advancements, like biomarker testing, to help determine which treatment options may stop lung cancer from growing or spreading. 

To generate awareness around the importance of biomarker testing in a lung cancer diagnosis, AstraZeneca’s TAGRISSO collaborated with Jason Day, whose mother was diagnosed with stage IV non-small cell lung cancer, to create Getting Out of the Rough, a 6-part video series featuring some of Jason’s friends and family, including Julie Bowen, Anthony Anderson, Bellamy Young, Shawn Achor, Dr. Mark Socinski, and his mother, Ellie Day. The video series discussed the importance of mental health, teamwork, caregiving, and how comprehensive biomarker testing can help those with a lung cancer diagnosis. 

AstraZeneca, alongside CMI Media Group, JPA Health and MC3, launched an unbranded multi-platform paid social campaign with the goal of generating mass awareness around biomarker testing among lung cancer patients and their caregivers, driving them to the Getting Out of the Rough video series. 

Strategy and Execution



CMI Media Group launched the “Getting Out of the Rough” paid social campaign during the height of golf season, leveraging TAGRISSO’s unbranded social media accounts and a variety of campaign objectives. 


The Getting Out of the Rough paid social campaign was highly effective in generating mass awareness, resulting in 77.5 million impressions. The campaign also successfully reached lung cancer patients who were engaged with the content and looking to learn more. Of the users who visited from the paid social ads, 4,363 later visited an oncologist, accounting for 74% of total oncologist visits from the overall campaign efforts. 
The multi-platform paid social campaign successfully generated: 

Celebrity amplification powerfully impacted results: 

The campaign outperformed Tagrisso’s 2021 unbranded biomarker testing campaign on the same channels: 


Entrant Company / Organization Name

CMI Media Group, JPA Health, MC3, AstraZeneca


Entry Credits