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QUICK NAVIGATION
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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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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
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)
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
89%
GSK is a good fit with Lifetime
89%
Appreciate Lifetime & GSK for creating this content
89%
Lifetime brought it’s craft to storytelling for GSK
ASK2BSURE DELIVERED MENINGITIS MESSAGING
Public Health Campaign Awareness
+26*pts
Public Health Campaign Favorability
+22*pts
Associate Ask2BSure with the meningitis B vaccine
+22*pts
Likely to ask Dr. about meningitis B vaccination
+10*pts
ELEVATED BRAND PERCEPTION OF GSK
GSK Brand Awareness
+28*pts
GSK Brand Favorability
+23*pts
Associate GSK with Ask2BSure
+41*pts
Awareness of meningitis B vaccine
+20*pts
EDUCATION AROUND RISKS INSPIRED ACTION
+14*pts
Likely to seek more info about Ask2BSure/GSK
91%
Felt empowered with healthcare info that can help better protect family/friends
~11%
search engagement Linear Lifetime custom elements
+109%
Online engagement vs. exposure across linear & competitive CTV Chicago A+E CTV viewers
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.
Increased Search Engagement for GSK Meningitis Awareness
GSK Meningitis Awareness-related search activity (EV) during 'Pretty Hurts' was
17x
that of the most impactful GSK standard ad on linear TV (from 5/5-6/2B)
GSK Meningitis Awareness-related search activity (EV) during 'Pretty Hurts' was
1,360x
that of the campaign's average standard ad on all national linear TV (from 5/5-6/28)
Movie Ratings
Pretty Hurts Lifetime Original Premiere movie ratings on 6/28 were
+26%**
vs. the 4-week prime average on P18+ C3 GAA and P2+ C3 GAA
*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.