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Original Movie Co-Production
PARTNERSHIP GOALS
EMBED HEALTH EDUCATION INTO MAINSTREAM CULTURE THROUGH IMPACTFUL STORYTELLING
PROMOTE, AMPLIFY, AND GARNER PRESS FOR THE CAMPAIGN
MEASURE IMPACT WITH QUANTITATIVE RESULTS AND INSIGHTS
THE SOLUTION

Built around a 2 hr custom-scripted Lifetime Original Movie, GSK and Lifetime fused public health advocacy with power storytelling, tackling the real-world impact of meningitis. A multiplatform promotion strategy raised awareness across linear, digital, and streaming, supported by custom influencer content, authentic talent engagement, and a high-profile premiere event. The campaign was further elevated by extensive earned media exposure, including coverage across major outlets and a Times Square billboard, cementing the initiative as both a cultural moment and an innovative model for health education in entertainment. GSK recognized the campaign as a breakthrough execution—effectively merging brand purpose with entertainment, sparking conversations among parents, and expanding their meningitis vaccination awareness mission in a bold, meaningful way.

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CAMPAIGN HIGHLIGHTS

CO-PRODUCTION OF 2 HOUR LIFETIME ORIGINAL MOVIE, PRETTY HURTS‍

Custom storyline integration and character development

Branded inclusion in Lifetime marketing campaign with trailers, promos, and key art

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MULTIPLATFORM PROMOTION

Lifetime homepage and app promotion

Distribution across TVE streaming and VOD

Movie tune-in elements across linear, digital, and social platforms

‍EXTENSIVE SOCIAL MEDIA STRATEGY

Activated audiences across Lifetime, GSK, and talent social channels with custom BTS content, authentic talent-led posts, bespoke influencer content, bold imagery and visuals

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MOVIE PREMIERE PARTY

Featuring press, movie talent, influencers, and GSK spokespeople

Panel discussion around the movie, meningitis awareness, and Ask2BSure campaign

EARNED MEDIA EXPOSURE

Over 80+ pieces of earned media coverage, including People, AP, Parade, InTouch, US Weekly, ET, Hollywood Reporter, CBS News, & more

Reached a potential audience of 2.3 billion people

Times Square Billboard presence

RESULTS MEASUREMENT

EDO Search Reporting

Latitude Brand Lift

Market Level Results (Nielsen DMA Study)

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CAMPAIGN CREATIVE

1:47 Trailer

Meningitis Scenes from

‍Pretty Hurts

BTS Social Video

Premiere Party Recap

CAMPAIGN RESULTS

From awareness to action; turning powerful storytelling into meningitis prevention​

Increased Search Engagement for GSK Meningitis Awareness
The total incremental GSK Meningitis Awareness-related search activity (Engagement Volume / EV) that was measured during the 6/28/25 premiere of ‘Pretty Hurts’ on Lifetime was highly impactful in comparison to GSKs typical national linear TV ad airings.
*Source: EDO GSK Meningitis Awareness Lifetime Movie Impact Analysis ***Source: Nielsen C3. Nielsen NPower. C3. Prime 8P premiere, Mirror 12A encore & GAA combined, +26% vs. Prime Average in prior 4 weeks: 5/31-6/21.
Source: Latitude Research 2025: Lifetime + GSK Ask2BSure. Control (300) Exposed (925). Results reflect top 2 box results (very/somewhat favorable; very/somewhat likely).​ *Statistical significance at 95% or higher confidence level. ∆Statistical significance at 90% or higher confidence level. Lifts = the percentage point difference between Control and Exposed groups. ​
CAMPAIGN RESULTS

From awareness to action; turning powerful storytelling into meningitis prevention​

Increased Search Engagement for GSK Meningitis Awareness
The total incremental GSK Meningitis Awareness-related search activity (Engagement Volume / EV) that was measured during the 6/28/25 premiere of ‘Pretty Hurts’ on Lifetime was highly impactful in comparison to GSKs typical national linear TV ad airings.
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*Source: EDO GSK Meningitis Awareness Lifetime Movie Impact Analysis ***Source: Nielsen C3. Nielsen NPower. C3. Prime 8P premiere, Mirror 12A encore & GAA combined, +26% vs. Prime Average in prior 4 weeks: 5/31-6/21.
Source: Latitude Research 2025: Lifetime + GSK Ask2BSure. Control (300) Exposed (925). Results reflect top 2 box results (very/somewhat favorable; very/somewhat likely).​ *Statistical significance at 95% or higher confidence level. ∆Statistical significance at 90% or higher confidence level. Lifts = the percentage point difference between Control and Exposed groups. ​

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