Assignment: New data suggest that prescribing Nplate earlier in the treatment regimen for immune thrombocytopenia (ITP) not only provides improved platelet control, but can also give patients their best chance at treatment free remission.

Strategic Problem: HCPs treating ITP will cycle through myriad of lesser drugs, in the hope of achieving platelet control for their patients. They avoid the “sure bet” of using an TPO treatment like Nplate, because they believe that TPOs are a “life sentence”—that once a patient is on a TPO, they’re doomed to a life on never-ending TPO treatment.

Our campaign had to communicate one simple idea: that putting patients on Nplate sooner is their best chance to get them off treatment and back on to life.

Creative Solution: To communicate the idea of speed—the faster an HCP writes a script the faster their patient can achieve treatment free remission and be off Nplate—we merged the familiar environment of the exam room with the location the patient truly longs to be.

To help elevate this concept and make it more memorable, we worked to achieve everything “in-camera”. From real grass, trees and dirt to the water in the snorkeling execution, everything was designed to help the audience really “feel” the environment the patients aspire to be in.

Winner: 2020 Clio Health Awards, Print (Pharmaceutical)(Bronze); 2020 Clio Health Awards, Print & Out-of-Home Craft (Pharmaceutical) (Bronze); 2020 Med Ad News Award, Best Rare Disease Campaign; Featured in Lurzer’s Archive 2-2020