The campaigN

Helping Patients Find Their Own Strength

The tone surrounding schizophrenia is crushingly negative. People living with schizophrenia internalize these negative stereotypes and prejudices about their condition and project them inward, creating a crippling cycle of self-stigma. This self-stigmatization prevents patients from seeking help and hinders treatment adherence. In a more practical sense, patients with schizophrenia engage in a daily struggle to manage the uncertainty of their disease.  

Symptoms are just one note in a discordant symphony of suffering that is constantly changing. It can be overwhelming and exhausting. So, patients are looking for a simpler, better way to manage their schizophrenia.  

We leveraged the input of HCPs, patients, and caregivers to curate insights and address the uncertainty and stigma that those living with schizophrenia deal with every day. At the core of this strategy was a focus on empowerment and a nuanced approach that acknowledged challenges but positioned a patient-forward treatment as the foundation to build stability, opportunity, and growth.  

Introducing, the Inner Strength campaign. We built a branded consumer campaign on a platform of transforming self-stigma into self-love and self-care. The campaign aimed to reshape how patients see and talk about themselves—to themselves. To do this, we pulled through the powerful, personal mantra I Got This while setting our hero in situations highlighting the responsibility and positivity of employment, productivity, and social connections. Throughout these settings, we reinforce the core ideas of our campaign with real-life affirmations that give our hero the power to feel his own inner strength.