Nplate: Don’t Wait, Nplate.

Task: Historically, HCPs treating immune thrombocytopenia (ITP) will cycle through a myriad of lesser drugs in the hope of achieving platelet control for their patients. Now, there’s new data suggesting that prescribing Nplate earlier in the treatment regimen not only provides improved platelet control, but also can give patients their best chance at treatment-free remission. The campaign had to communicate one simple idea: that putting patients on Nplate sooner is their best chance to get them off treatment and back to enjoying life.

Execution: 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 where 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, dirt, and water, everything was designed to help the audience really “feel” the environment the patients aspire to be in.

Result: Our campaign was featured in Lüzer’s Archive Magazine. And it won 2 Bronze Clio Awards and the Best Rare Disease Campaign category at the 2020 Med AD News MANNY Awards.

My role: My art partner and I pitched this idea in the early days of internal concepting. We perfected the copy and visuals over multiple rounds with our creative directors, and saw the campaign through to production.

Roughs

Our Team

Agency: GSW Advertising

Art Director: Sarah Brase

Copywriter: Taylor Kissinger

Bottom of the page fun fact #2: I have a mini dachshund named Porter and a crested gecko named Haku. I like to volunteer at the local pet shop on the weekends.