Since the 1970s, Hep C has rapidly spread across the globe. Though there have been many attempts to cure it, they have never been able to cure everyone—until now. To announce this medical breakthrough, we're launching an attention-grabbing platform that will flip the negative meaning of "spreading" on its head and make it a positive one. Instead of the virus spreading, now the real cure for Hep C will be spreading. Using guerilla tactics, traditional advertising, and digital media, we'll be alerting doctors about how this cure can treat every patient, and alerting patients about the cure that will finally cure them.
J&J isn’t thought of as a player in the lung cancer arena. But for the first time in history, they are the only company that is delivering solutions across the entire lung cancer journey. The assignment: How do we share their vision to innovate the lung cancer journey in a way that establishes J&J as a game-changer?
After endless months of suffering, HCPs have felt hopeless about the arrival of a COVID-19 vaccine. But now Merck has delivered a breakthrough treatment: MK-4482. With rapid viral reduction, this 5-day pill helps reduce disease progression, quarantine time, and transmission. To spread this big news, we launched a campaign focused on making HCPs feel confident about providing relief for their patients.
These days it takes more than a traditional trial to get your drug to market. It takes caring, understanding, and treating patients like people. It’s about putting people first, and making things more accessible—like video doctor visits, prescription delivery, and home monitoring technology. By connecting with them, you can spend half the time to recruit 100 oncology trial patients. At Parexel, we believe that when you give people what they need, you get the results you want.
To prevent HIV, you need to be ready months before sexual activity —a daily pill won’t cut it—because there’s always a chance you can forget to take it. You won’t forget with Cabotegravir, the first-ever long-acting injectable PREP therapy. You take it six times a year, and you’re set. And when opportunity presents itself, you don’t have to think about it. To raise awareness, my partner and I created a campaign geared toward the gay community. Print, gorilla, and an app.
My partner and I helped create a social/experiential campaign at MRM for the next-gen epinephrine auto-injector, AUVI-Q. It’s the first and only one that can fit in your child’s pocket, so they’ll agree to take it everywhere they go. It’s also the first and only one that’s voice-guided, so someone who has never used an anaphylaxis device before can use AUVI-Q in an emergency. Which means that, for the first time, you and your child can spend less time worrying—and more time living. Carry the Q…and carry on.
When you have Ulcerative Colitis, you make excuses to get out of any situation that could make you feel uncomfortable, like going on a date, attending a party, or going on a camping trip. But now, people with UC are making new excuses to do the things they once made excuses to not do. They make up doctor’s appointments to go deep sea fishing, or they say they have to work on a Saturday and go rock climbing. Because now there is Etrasimod, the safe, effective pill that reduces UC inflammation.
Vraylar provides full spectrum relief of all Bipolar 1 symptoms, and when you add it to an antidepressant, it relieves overall depression symptoms better than an antidepressant alone. My partner and I were tasked with coming up with fresh concepts to drive these benefits home. And that's just what we did below.
They wear long sleeves on the beach. They’re afraid of cute puppies. No flowers. No fresh-squeezed juices. No laundry detergent. People with moderate to severe eczema have their most intimate relationships on social media. Depressed. Anxious. But never contagious. When a flare-up strikes, they scratch and scratch. They get temporary relief from skin creams and gloves. Sounds odd to us—but not to them.
They’ve spent their lives learning to cope with their condition. So they don’t know any different. This is their world. And it’s perfectly normal to them. But it’s not normal at all. There is so much more they could be touching, revealing and connecting with. We’re going to show them that eczema affects more than their skin. And get them thinking about other treatment options.
Speak Your Migraine, sponsored by Amgen and Novartis, aims to give people with migraine a voice, combining facts and shared experiences to break stigmas and paint a clearer picture of migraine. Our goal is to turn private pain into collective change.
To create an Hep C cure that truly challenges treatment limitations—like DDIs, reduced efficacy in those taking PPIs, or inability to treat people with severe renal impairment—we looked deeply at patients. Through them, we understood why previous treatments had failed, and created one solution to treat almost everyone. Introducing EndGen: a cure versatile enough to treat the diverse patient types beyond each genotype.
To get people to take notice about EndGen, we created a 360 campaign that uses the "Terminator" target approach to call out a person's symptoms.
Unlike other antidepressants that take months to show results, Auvelity provides depression symptom relief in only 7 days. So we created various campaigns around getting back to living again faster than ever before.
The cure for sequencing has arrived with an all-in-one synergistic solution for braf + melanoma. When you prescribe Sparta-dab Tram, this advanced Triplet from the start, you don’t have to worry about prescribing anything later. We created the “NOT WHAT’S NEXT. IT’S WHAT’S NOW” campaign to run in medical journals, online, and experiential.
Google Health is committed to helping everyone live a healthier life every day through products and services. Google is developing innovative solutions to enable care teams to provide better, faster and more connected care. I was tasked by Edelman to write the video to introduce the Google Healthcare Initiative.
We pamper our pets because we can’t live without them. We burn the midnight oil to advance our careers. We service our cars to make them last forever. And when it comes to our technology we’re always on the lookout for what’s next. If we only put that much time and energy into caring about their health—making decisions about our healthcare. Because without your health, you have nothing.
Optimum knows there is nothing more valuable than your health so they’re modernizing healthcare to give people the care they need to help manage theirs. So we created a health awareness campaign to remind people to take care of themselves.
At last, the first FDA-approved preventive medicine to treat Migraine is here. We created this informative, yet inspirational website (aimovig.com) to spread the news. Social / advertising channels encouraged people to visit. It’s had a very successful launch.
Beyond advertising, I'm also the best-selling author of "Puppy Chow is Better than Prozac". It's the true story about a man and the dog who saved his life. My life. When my book was first published in 2008, it hit #63 on Amazon's Bestseller list right out of the gate. It received praise from Publisher’s Weekly, Library Journal, The New York Post, The New York Daily News, Parade, Bark, Shape, OK, Zink and The Boston Globe—plus, it received a stellar review from James Patterson. I was also a guest on the Morning Show, and appeared on over 20 radio shows including Martha Stewart Living. The book was published in China in 2013. And it's currently doing very well in Italy.
From blurry vision to broken relationships, MS affects people differently. We all have challenges to face each day. But together, with your family, friends, and specialists who understand your needs, you can manage your symptoms and live a more fulfilling life.
Although a plethora of resources exist, digging for relevant information to help you can be overwhelming. That’s why we’re dedicated to bringing you the specific support you need when you really need it. Because at MS-1-2-1, we revolve around your needs—not just the disease.
In the town of New Windsor, The Heart Center has been recognized for their highly-specialized cardiologists and state-of-the-art technology. And now that same quality care is available in your own backyard, at our new location in Orange County. So we created a campaign to get the word out.
Establishing the right testosterone range is key to the masculine identity, and to the hormonal health of each and every hypogonadal man. But maintaining that balance isn't that easy—until now. XY can help virtually every man maintain normal T levels no matter who they are. This campaign drives home the point that no matter what you do, and where you do it, you can have normal T levels too.
Unlike fish oil supplements, new FDA-approved prescription, Vascepa, contains only one powerful type of Omega-3 EPA. And it's clinically proven to lower high triglycerides without raising bad cholesterol. To launch this drug, I worked with the team at TONIC to help create a 360 campaign: print, website, (desktop and mobile) banners, brochure and discussion guide to get the word out.
When it comes to caring for children, parents are overprotective, encouraging, loving, and sometimes a bit controlling. It’s in their kid’s best interest. They do whatever they have to do to protect and guide their young. And when a child is diagnosed with DMD, the love and attention of a parent doesn’t stop. It intensifies. So they need a corticosteroid that doesn’t stop treating him due to side effects. They need Emflaza.
When you have hemophilia, you’re anxious about bumping into things, so you avoid socializing, participating in certain activities, and you stay inside. You feel trapped. You live a sheltered life in your comfort zone. Your safety bubble. But what if you could get everyday consistent bleed-protection? You’ll get your confidence back and be able to participate in life without worrying about it. We created one of the leading campaigns at FCB CURE.
