Profile
Scientist Spotlight
Scientist-centered storytelling featuring an Amgen research leader and the people behind the ACS Heroes of Chemistry recognition.
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Project Overview
In 2025, the LUMAKRAS team was recognized as an American Chemical Society Heroes of Chemistry recipient, an honor celebrating the scientific innovation and persistence behind LUMAKRAS, Amgen's first-in-class KRAS G12C inhibitor.
The recognition created an opportunity to tell a broader story about the people and science behind a target once considered "undruggable." The goal was to celebrate the achievement while making the science more accessible and reinforcing Amgen's leadership in oncology and bold scientific innovation.
Strategy
To amplify the achievement, a targeted communications campaign was developed to showcase Amgen's leadership in oncology, engage internal and external audiences, and reinforce the company's reputation for bold science and meaningful impact.
The campaign connected science storytelling, executive visibility, employee engagement, social amplification, and earned media around a single innovation story. The work highlighted the breakthrough while keeping the human side of the discovery visible through scientist-centered storytelling and clear editorial framing.
Campaign Assets
Article
Cracking the KRAS Code
Amgen.com feature content explaining the scientific journey behind LUMAKRAS and the persistence required to pursue a once-undruggable target.
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Social Media
Executive & Channel Activation
LinkedIn, X, ACS-produced social video, executive thought leadership posts, internal news, and Viva Engage amplification extended the story across audiences.
Results
Beyond the numbers, the campaign made a complex scientific breakthrough more accessible by putting the people behind the discovery at the center of the story. The integrated approach reinforced Amgen's leadership in oncology, elevated senior leader and scientist visibility, and demonstrated how a major scientific recognition can become a sustained, multi-channel storytelling opportunity.
