We Didn’t Write a Commercial.
We Wrote a Love Story.
A Beautiful Pair DTC Campaign
The Situation
For people with certain types of retinal disease, the prospect of vision loss is scary. They’re already dealing with a difficult condition and the accompanying treatment. Now they’re worried about missing out on life’s moments, potentially losing their independence, and are afraid of what could come next. The totality can feel overwhelming, so our challenge was to figure out how to get patients to take a more active role in their disease management.
Insight
Fear is a powerful emotion. But love is even stronger. By focusing on the latter, we can inspire people frightened by their disease to stand up and fight for their vision.
Solution
A Beautiful Pair is a magical tale starring two eyes linked together as they march through life while seeing and experiencing everything side by side. When they face the adversity of retinal disease, they refuse to back down.
We also launched a YouTube channel featuring educational videos, hands-on tips for living with retinal diseases, and additional content series. And even created Lea – our virtual personality chatbot offering 24/7 guidance on the EYLEA consumer website.
3x
565%
84%
3.8M+
75%
Best Consumer Campaign – Print
Best Consumer Campaign – Print