Building off of its COVID-19 vaccine success, Moderna announced the launch of a global campaign to promote its mRNA capabilities Monday morning.
The biotech is basing its campaign around the concept of a red string symbolizing a strand of mRNA that can deliver messages to cells in the body to fight diseases. Moderna stated that mRNA technology has changed how clinical research into diseases is being conducted as well as how fast treatments are being tested and brought to market.
The company released a nearly 90-second ad Monday titled “Welcome to the mRNAage” to illustrate its point with nine life-size dioramas of the red strand, a custom wrapped drift car and an 18 meter high projection screen.
“One strand of mRNA could change life for the better – everywhere. And the company that’s getting us there? Moderna. This changes everything,” the ad stated.
The spot was directed by Terry Hall, produced by creative studio Psyop and supported by TBWA\Chiat\Day NY, Moderna’s global agency of record.
Given that President Biden recently signed a measure ending the COVID-19 public health emergency in the U.S., Moderna is among a bevy of healthcare companies repositioning themselves to better assist patients in the months and years to come.
Moderna chief brand officer Kate Cronin said the company has been on a decade-long journey from researching the potential of mRNA technology to putting it into action to save countless millions of lives during the pandemic.
Now, Cronin said the company is looking to bring attention to its ongoing efforts outside its COVID vaccine franchise and underscore the potential of its science.
“We want everyone to understand that we believe mRNA technology will treat a number of other diseases and prevent other viruses from infecting the body,” Cronin said. “We want to share with everyone the energy and excitement around what’s next at Moderna and that’s what we’re trying to do with this campaign.”
Some of Moderna’s most promising efforts center around vaccines for cancer and respiratory syncytial virus (RSV).
In late February, Moderna announced that the Food and Drug Administration granted a Breakthrough Therapy Designation for mRNA-4157/V940, its investigational cancer vaccine, in combination with Merck’s Keytruda for treating patients with high-risk melanoma.
This came months after Merck and Moderna released promising Phase 2b trial data related to the combination treatment for cancer patients.
The two companies announced Sunday morning that they will initiate a Phase 3 study in patients with adjuvant melanoma this year and expand to additional tumor types, including non-small cell lung cancer.
Moderna is also leading the field when it comes to the race for an RSV vaccine, having nabbed a Breakthrough Therapy Designation from the FDA for mRNA-1345 in January and is planning to file a license application for regulatory approval during the first half of 2023.
However, it hasn’t all been smooth sailing, as the company said last week that its flu vaccine, mRNA-1010, “did not accrue sufficient cases” at the interim efficacy analysis to declare early success in its Phase 3 trial.
Still, Cronin is bullish on Moderna’s efforts to lean into the convenience factor that consumers seek when it comes to healthcare and simplify the experience when it comes to receiving a vaccine. This could include combining mRNA vaccines so that patients could keep track of what doses they have received and not have to make multiple trips to the pharmacy.
She said Moderna ultimately wants to be an “accessible brand” and build on the relationships formed with patients who received a COVID vaccine from the company. Cronin said the goal is for patients to recognize the name, the technology and trust that it will prevent disease and improve their health.
Cronin added that while the global campaign launch is an important first step, she teased that the company has more to come in the weeks and months ahead.
“The main focus is that we want people to understand what we mean when we say ‘This changes everything.’ It’s not just a slogan, it’s something we truly believe in. We believe that our mRNA technology platform is going to change everything when it comes to healthcare,” she said.
