Janssen
Depression looks like me
Depression looks like me
Project overview
Brand goal
Help people from LGBTQ+ and African American communities to better understand Treatment Resistant Depression (TRD), and ultimately drive interest in Spravato, which treats TRD.
Barriers to overcome
Massive inequities in our healthcare system, deeply rooted cultural stigmas assigned to depression, and a lack of representation in pharmaceutical communications.
Our deliverable
An integrated digital campaign, both branded and unbranded.
Insight (Rogue planet)
I will continue to see depression as my own personal weakness (and not a medical condition) until I see someone who looks like me going through the same thing.
Creative mission statement (plan to land on the rogue planet)
Make other people’s TRD stories feel like looking in the mirror.
How it lived in the world
Beyond its appearance in the media and on the awards circuit, the digital campaign drove clickthrough rates that exceeded client standards by more than 10X.
