Living with psoriasis is a battle not just of the skin but of the soul. Sufferers navigate daily life under the weight of physical discomfort and the unseen burden of societal stigma.

Enter the launch of Bimzelx. Bimzelx alleviates the physical symptoms and, by extension, the emotional pain. To amplify this message, UCB launched the "Get Yourself Back" campaign during the recent Academy Awards broadcast, marking a significant effort to reach out to the psoriasis community, encouraging them to reclaim their lives from the shadows of this chronic disease.

Problem: Pre-exposure prophylaxis, or PrEP, is highly effective for preventing HIV when taken as prescribed. However, staying compliant with a daily pill can be challenging.

Solution: Create an integrated, dynamic, unbranded platform that informs this switch target of their evolving PrEP options, which now includes a convenient injection vs daily pills.

In addition to digital content that both entertain and inform, this OOH effort continues to run each year during Pride Month in NYC, LA, SF, Chicago, Dallas, Miami and Philly. The creative was designed to be in keeping with the spirit and celebratory nature of the events.

Results: This multi-channel effort had over 50 million impressions during its run, and 182,000 site visits in August, the highest month ever.

The lack of more widespread PrEP adoption is one of the causes behind the roughly 37,000 new cases of HIV each year in the U.S.

Solution: Given his visibility and history of HIV advocacy, we recruited Queer Eye star Karamo Brown to host “People Talk PrEP,” a series of conversations about sex positivity and sexual health to help reach the multiple communities that could benefit from PrEP - gay men of color, gay men in general, transgender women and also cisgender women.

The HIV prevention category hasn’t had an innovation in 10+ years. Now, with Apretude, the first and only long-lasting injectable PrEP, not only do sexually active people have a more convenient option, it’s also the first PrEP approved for cisgender and transgender women.

This campaign showcases the importance of partnership in HIV prevention and urges HCP’s to talk to their patients about the first and only long-acting PrEP breakthrough.
Rewriting the story of HIV prevention suggests every doctor can take part in eradicating HIV.
The challenge was to encourage doctors to discuss Apretude as an option with all current PrEP patients, identifying those who could benefit from less frequent dosing, as well as PrEP users who discontinued treatment due to daily pill burden.

Challenge:
How do you launch the first, once-daily, COPD treatment with 3 medicines in a crowded category?

Solution:
Introduce the Power of 1-2-3. This campaign for Trelegy came alive in a series of firsts – the first use of Google’s Director Mix media units, and the first pharma takeover of the YouTube masthead.

DTC Perspectives Award: Best New Brand or Indication Website (silver)

Patients with severe asthma don’t have a name for what they have. All they know is that what they’re experiencing is frustrating, relentless, scary and debilitating.

Solution:
Create a campaign that elevates these emotions and frustrations around severe asthma and show our target they are not alone. Whatever they call their asthma, Nucala can treat it.

Problem: More people suffer from Epidermolysis Bullosa, than from ALS or Cystic Fribrosis, yet EB is the worst disease you’ve never heard of. It affects the skins connective tissue of children at birth.

Solution: Create a campaign that puts a spotlight on EB and the families who are struggling to live with it. The video assets created have been successful not only in building awareness but they continue to be shown in the White House and on Capital Hill to elected officials in the Senate and congress to influence legislation for more funding.

The work was featured in a TEDx Talk in London.

AWARDS:
• W3 for Best Online Video Documentary
• AdAge Marketing Impact Award
• Clio Health: Disease Awareness
• Impact Award Video Campaign of the Year (Gold)

Turning stigma into a point of pride is no easy task, particularly for people who are struggling with HIV. Yet this unbranded website helps them achieve it with flying colors by showing how dealing with an HIV positive diagnosis can still lead to living A Positive Life. And a 400%+ increase in visits since the relaunch speaks to the highly positive results.

Challenge: How do you jumpstart an insulin brand for people with viciously unpredictable blood sugar?

Solution: Create a beast of an A1c (the measure of blood sugar control over time) and let people with diabetes know that the best way to tame it for good is Soliqua. Then let the beast loose online and across social media.

Problem: COPD is a debilitating condition that severely restricts patients' lives, often dictating what they can and cannot do. Many sufferers feel a loss of control and independence, leading to frustration and decreased quality of life.

Solution: Create a powerful, emotionally resonant campaign that empowers COPD patients to reclaim their autonomy. The iconic Fleetwood Mac song "Go Your Own Way," taps into the deep-seated desire for freedom and self-determination. We extended the campaign's reach through a robust digital presence, ensuring patients encounter our empowering message wherever they go online.

ORGOVYX is a prescription medicine used for the treatment of advanced prostate cancer. It is the only oral androgen deprivation therapy (ADT) medicine that is not an injection.

Solution: Put an end to the age-old ADT treatment space by eradicating ‘the dreaded shots’ for good, and putting the power back in the hands of patients.

In an effort to motivate patients with HIV to have a conversation with their doctor about starting treatment, this multi-channel campaign for Triumeq was not only the first to feature real patients with the disease across all channels, but was also the first branded HIV drug to run a television commercial, as well as a DRTV spot featuring a branded kit with patient stories and information.

After hearing about the story of Souvenaid’s 60+ years of synapse research, the idea of a Memory Project was born. It became the perfect theme to help convey the science of memory retention to doctors through an engaging, interactive e-detail and a support program for patients.

The key to a successful integrated campaign is in developing a series of touchpoints that work together to deliver a cohesive brand experience. During my 12+ years at Havas Tonic as Digital Marketing Director, I guided several teams and disciplines to extend brand platform concepts across several channels. This video highlights some of our best efforts.

As cardiovascular diseases continue to rise, how can Vascepa shake up their hesitant target to seek out a better, clinically proven treatment?

Solution:
Create a fully integrated platform that gives this apathetic audience something to celebrate: less risk and added cardio protection with a pill that’s clearly different.

DTC Perspectives Award: Best New Brand or Indication TV