UPLIZNA HCP
UPLIZNA cityscape This cityscape is optimistic. The sun is shining and light glints off the glass buildings. This is a city full of promise and confidence. Built atop an earlier foundation, this futuristic city represents the highest potential for what a city could be. A visual connection between “old” and “new” highlights UPLIZNA as a clear evolution for how HCPs treat NMOSD. The previous era of treatment with rituximab is represented by the old city. It is important not to disparage what came before. The city is not decrepit or crumbling but is clearly outdated. For this reason, the top and bottom portions of this campaign artwork must always be presented together.
HCP Campaign video
UPLIZNA - DTC
In market research, words such as “resilient” and “persevere” resonated as positive affirmations of patients’ attitude towards NMOSD. Patients also voiced that they felt drawn to the unique, eye-catching, and colorful design of the campaign. They appreciated that Rachel is depicted as strong and capable despite the challenges of NMOSD. This headline celebrates real people like Rachel who are living with NMOSD, which in and of itself is a triumph. The stamp complements this by putting Rachel’s resilient spirit on display. For patients, the constant battle that they face and the perseverance that they have cultivated because of NMOSD are seen and recognized in this adlob.
DTC Campaign animation