Fortifying The U.S. Against Biothreats

The Bipartisan Commission on Biodefense is a privately funded entity established in 2014 to provide for a comprehensive assessment of the state of U.S. biodefense efforts, and to issue recommendations that will foster change. Former Senator Joe Lieberman and former Governor Tom Ridge co-chair the Commission. Former Secretary and Representative Dr. Donna Shalala, former Senate Majority Leader Tom Daschle, former Representative Susan Brooks, former
Representative Jim Greenwood, and Dr. Margaret Hamburg serve as members.

The Bipartisan Commission on Biodefense is a commission of former high-ranking government officials that analyzes US capabilities and capacity to defend against biological threats. Their action-oriented recommendations are shared with Congress, the Administration, and the public to inform change and improvements to our biodefense laws, funding, programs and policy.

The organization reached out to the Bureau for help in creating awareness on the beneficial initiatives the commission conducts on behalf of the public.

The Approach:

• We created a strategic action plan that included a public facing landing page and advertising recommendations for five channels: OTT (streaming media services such as Hulu), Google, YouTube, LinkedIn and Reddit.
• We optimized our target audiences for maximum effect, i.e. registered voters, civically engaged, and members in Covid-19 preparedness groups.
• We looked at data cross functionally to apply learnings from one channel to the other and adjusted where it was needed.

The results:

• Impressions 1.3M
• Reddit Impressions: 485,970
• Landing Page Visits: 79,678
• Google Ads Click Through Rate: 3.37%
• OTT Video Ads complete views: 97%