Dr. Drew Weissman, a Penn Medicine researcher, was one of two scientists at the health system to be awarded a Nobel Prize for work in modified messenger RNA technology, which was eventually used in some COVID-19 vaccines.

The Philadelphia-based organization, comprising the University of Pennsylvania Health System and the Raymond and Ruth Perelman School of Medicine, wanted to find a creative way to announce Weissman’s achievement that could potentially reach a wide audience. Penn Medicine decided to send a crew to Weissman’s home to film his phone call to his parents letting them know he had been awarded the Nobel Prize.

The simple idea—called “Mom, I Won a Nobel Prize!”—had a big emotional impact, making a rarely achieved feat seem relatable through Weissman’s apparent excitement to share the news and his parents’ equally thrilled reactions. The campaign garnered major attention for the health system. The video netted more than 22 million views on social media and was reposted by viewers more than 100,000 times, according to Penn. The clip was also shared by Oprah Winfrey on Instagram and featured by Hoda Kotb on the “Today” show. It has become the most-viewed video in the health system’s history. 

After it started gaining traction, Penn Medicine began boosting the post across its platforms, eventually running paid ads on multiple sites including LinkedIn and YouTube.

The campaign earned silver in the Tiny But Mighty category among providers and insurers in the Healthcare Marketing Impact Awards 2024.