Navigation Links
23andMe Launches First National TV Campaign
Date:8/5/2013

MOUNTAIN VIEW, Calif., Aug. 5, 2013 /PRNewswire/ -- 23andMe, the leading personal genetics company, today launched Portraits of Health, the company's first television advertising campaign. The campaign focuses on educating consumers about how understanding their DNA can help them make more informed and proactive health decisions. The campaign will also build brand awareness for 23andMe.  The campaign features people discussing their real 23andMe results, visualized as graphics to help illustrate what they learned about their health by exploring their DNA.

Portraits of Health targets individuals who seek to obtain information about their health in order to develop a personalized plan to proactively prevent health issues so that they can live a longer, healthier life.  The advertising campaign seeks to introduce 23andMe to these individuals as a trusted partner for taking control of their health by learning about their own DNA.

In addition to hundreds of personalized reports about an individual's genetic risk factors for various health conditions, 23andMe also provides reports on how a person's DNA influences their response to certain medications and their physical traits as well as information about their genetic ancestry. The company's Personal Genome Service® is available for purchase online for just $99.  Individuals provide a saliva sample by simply spitting into a small tube that is then mailed back to a CLIA-certified laboratory for analysis. Results are provided in a few weeks through an individual's secure, password-protected 23andMe online account.

"Our goal with this campaign is to provide consumer education and raise awareness about the potential of personal genetics, while also establishing 23andMe as a recognized and trusted brand," said Andy Page, president of 23andMe.  "23andMe pioneered direct-to-consumer genetic testing and our investment in advertising also represents a first-of-its-kind TV campaign that pioneers advertising for the direct-to-consumer genetic testing industry as well."

The Portraits of Health television campaign will begin with a national buy, mostly through cable networks.  The company expects to spend up to $5 million in 2013 with additional investment planned for 2014.

Portraits of Health also complements current trends in consumer behavior that have individuals taking a more active role in managing their health.  As people become more involved in managing their health and the health of their family, they are looking for information that can help them make more informed decisions, a trend exemplified by the growing popularity of health-specific devices and digital health tools.

The campaign was created by Arnold Worldwide in New York, the global communications company that created one of Adweek's "Best Female Brand Mascots" and co-created Advertising Age's "Campaign of the Decade."  Buck, a design-driven production company, directed and animated the television commercials.

"We wanted to illustrate the power of 23andMe through the stories of individuals – highlighting their moments of realization, their feeling of empowerment, and the impact that it can have on their health," said Aaron Griffiths, Chief Creative Officer, Arnold Worldwide, New York. "23andMe is the only company doing what they do, which makes our responsibility that much greater. We're not just creating a new brand, we're defining a whole new category. They are an exciting and outstanding partner."

The TV ads can be viewed on 23andMe's YouTube channel at: http://youtu.be/ToloqU6fCjw.

About 23andMe

23andMe, Inc. is the leading personal genetics company dedicated to helping individuals understand their own genetic information through DNA analysis technologies and web-based interactive tools. The company's Personal Genome Service® enables individuals to gain deeper insights into their ancestry and inherited traits. The vision for 23andMe is to personalize healthcare by making and supporting meaningful discoveries through genetic research. 23andMe, Inc., was founded in 2006, and the company is advised by a group of renowned experts in the fields of human genetics, bioinformatics and computer science. More information is available at www.23andme.com.


'/>"/>
SOURCE 23andMe
Copyright©2012 PR Newswire.
All rights reserved

Related biology technology :

1. 23andMe Presents Top Ten Most Interesting Genetic Findings of 2011
2. 23andMe Provides the Science Behind PBS Series "Finding Your Roots with Henry Louis Gates, Jr." With Its Personal Genome Service®
3. Khan Academy and 23andMe Partner to Promote Genetics Education on DNA Day
4. 23andMe Names Andy Page to Board of Directors
5. 23andMe Takes First Step Toward FDA Clearance
6. GenWay Biotech Launches New Cardiovascular Diagnostic Blood Test at American Heart Association Scientific Sessions 2011
7. The Law Firm of Levi & Korsinsky, LLP Launches an Investigation Into Possible Securities Laws Violations by Pacific Biosciences of California, Inc.
8. BioLife Solutions Launches Search Engine Optimized Website and 1,000 Free Samples Offer
9. Ambry Genetics Launches Illumina MiSeq Next-Gen Sequencing Services
10. Neogen Launches Fully Quantitative Lateral Flow Test for DON
11. Exagen Diagnostics Launches Cutting-Edge Lupus Diagnostic
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/10/2017)... CRUZ, Calif. , Oct. 10, 2017 ... grant from the NIH to develop RealSeq®-SC (Single Cell), ... kit for profiling small RNAs (including microRNAs) from single ... Analysis Program highlights the need to accelerate development of ... "New techniques for measuring ...
(Date:10/10/2017)... ... 2017 , ... The Pittcon Program Committee is pleased to ... who have made outstanding contributions to analytical chemistry and applied spectroscopy. Each award ... conference and exposition for laboratory science, which will be held February 26-March 1, ...
(Date:10/9/2017)... ... 09, 2017 , ... The award-winning American Farmer television series will feature 3 ... airs Tuesdays at 8:30aET on RFD-TV. , With global population estimates nearing ten ... to continue to feed a growing nation. At the same time, many of our ...
(Date:10/9/2017)... ... October 09, 2017 , ... The Giving ... marijuana products targeting the needs of consumers who are incorporating medical marijuana into ... in Phoenix, Arizona. , As operators of two successful Valley dispensaries, The Giving ...
Breaking Biology Technology:
(Date:6/23/2017)... and ITHACA, N.Y. , June 23, ... University, a leader in dairy research, today announced a ... to help reduce the chances that the global milk ... of this dairy project, Cornell University has become the ... the Food Supply Chain, a food safety initiative that ...
(Date:5/6/2017)... , May 5, 2017 ... just announced a new breakthrough in biometric authentication ... exploits quantum mechanical properties to perform biometric authentication. These ... smart semiconductor material created by Ram Group and ... finance, entertainment, transportation, supply chains and security. Ram ...
(Date:4/13/2017)... , April 13, 2017 UBM,s Advanced ... will feature emerging and evolving technology through ... Innovation Summits will run alongside the expo portion of ... sessions, panels and demonstrations focused on trending topics within ... advanced design and manufacturing event will take place June ...
Breaking Biology News(10 mins):