23andMe Launches TV Ads for DTC Genomics

August 6, 2013

By Bio-IT World Staff  
August 6, 2013 | 23andMe has launched a television advertising campaign. Portraits of Health focuses on educating consumers about how understanding their DNA can help them make more informed and proactive health decisions, while building brand awareness for 23andMe.  
In May, 23andMe’s founder Anne Wojcicki said that the company had dropped the price of genotyping to $99 in hopes of getting one million customers by the end of the year. The one million mark is the point Wojcicki expects to be “really truly disruptive” to health care. 
23andMe’s first television ad 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 company said in a statement. 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.  
The campaign was created by Arnold Worldwide in New York. Buck, a design-driven production company, directed and animated the television commercials.
“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, in a statement. “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.
"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 in a press release. "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.