AstraZeneca: How a powerful communications campaign helped save lives and economies

AstraZeneca (AZ), a pharmaceutical company, launched a campaign to ensure continued broad and equitable access to the vaccine across Asia-Pacific, reduce negative manufacturing and supply media sentiment and strengthen relationships with each government in the region.

Prologue: Challenges and objectives for a crisis like no other

The background need-to-knows: An initially spiralling situation

In Q1 2021, the stakes had never been higher for AstraZeneca (AZ) in Asia-Pacific. Low- and middle- income countries, and developed nations too, were being battered by the catastrophic impact of COVID-19, with a devastating number of lives lost, health systems on the brink of collapse, and economies on their knees.

AZ had part of the solution to limit the damage being done by the virus: an effective vaccine that was manufactured in the region, which was also easily transported, stored, and administered,...

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