Here, Still
Client:
AbbVie
Project Type:
Brand Refresh with 360 Campaign
My Role:
Creative Director
Team Size:
4 Copy, 5 Art = 9 Total
Project Info
From Here to There
How do you support those suffering from a debilitating disease that’s not widely understood? By simply being there.
Hidradenitis Supperativa (HS) is an autoimmune condition that has some terrible consequences. And while 6 million people are afflicted in the US alone, HS is not well understood by the medical community. The average patient often goes undiagnosed for an astounding 10 years. Meanwhile, the symptoms are painful and mortally embarrassing. HS sufferers not only feel alone, many literally disappear from society in an effort to avoid the uncomfortable realities of their symptoms. Suicide rates for this community are more than double the national average, making this dease truly deadly.
So, when the makers of HUMIRA approached us to help reduce the mean time to diagnosis for HS patients, while also reducing the stigma, we were there.
Right away, we realized the existing brand felt too clinical, too authoritative, and too cold. We knew that to truly motivate people living with HS to seek expert help, the brand needed to be radically authentic, delivered by the voice of a peer. To resolve this, we initiated an end-to-end refresh, bringing warmth, humanity, and legitimacy to every corner.
First, we recruited real HS patients to help shape our content, each one selected for their unique experience in coming to terms with their disease. We conducted highly informative interviews and facilitated patient-to-patient conversations, capturing every moment in video and with still photos.
Then, we restructured the website to better respond to how someone who has HS experiences their disease—from first symptoms through the moment they receive a professional diagnosis and treatment recommendation. We updated the design and content to reflect the brand’s mission of support and assistance. Part of the initiative included creation of an animated educational film, explaining how HS behaves within the body, and the importance of seeing a doctor familiar with the condition.
We next developed a series of helpful emails that examine less-well-known aspects of the journey to diagnosis, providing sought after insight directly to recipients’ inboxes. To incentivize subscription, we created an upbeat and informative Post-It stack that intermingled inspiration, information, and space for taking notes and tracking symptoms.
We also launched Facebook and Instagram channels, bringing quick hitting insight and support to the places where those experiencing HS most often go to seek input from peers.
Finally, we created and nationally launched broadcast awareness spots, bringing much-needed HS awareness to millions.
All told, the “Here, Still” campaign and No BS brand refresh took over 18 months to fully develop. Once launched, the response was immense. Messages of gratitude poured in from all over the US, and social channels lit up with dialogue. For so many struggling with an obscure, often misunderstood condition, this was their moment to let the world know—they are here.
Here, Still
Client:
AbbVie
Project Type:
Brand Refresh with 360 Campaign
My Role:
Creative Director
Team Size:
4 Copy, 5 Art = 9 Total
Project Info
From Here to There
How do you support those suffering from a debilitating disease that’s not widely understood? By simply being there.
Hidradenitis Supperativa (HS) is an autoimmune condition that has some terrible consequences. And while 6 million people are afflicted in the US alone, HS is not well understood by the medical community. The average patient often goes undiagnosed for an astounding 10 years. Meanwhile, the symptoms are painful and mortally embarrassing. HS sufferers not only feel alone, many literally disappear from society in an effort to avoid the uncomfortable realities of their symptoms. Suicide rates for this community are more than double the national average, making this dease truly deadly.
So, when the makers of HUMIRA approached us to help reduce the mean time to diagnosis for HS patients, while also reducing the stigma, we were there.
Right away, we realized the existing brand felt too clinical, too authoritative, and too cold. We knew that to truly motivate people living with HS to seek expert help, the brand needed to be radically authentic, delivered by the voice of a peer. To resolve this, we initiated an end-to-end refresh, bringing warmth, humanity, and legitimacy to every corner.
First, we recruited real HS patients to help shape our content, each one selected for their unique experience in coming to terms with their disease. We conducted highly informative interviews and facilitated patient-to-patient conversations, capturing every moment in video and with still photos.
Then, we restructured the website to better respond to how someone who has HS experiences their disease—from first symptoms through the moment they receive a professional diagnosis and treatment recommendation. We updated the design and content to reflect the brand’s mission of support and assistance. Part of the initiative included creation of an animated educational film, explaining how HS behaves within the body, and the importance of seeing a doctor familiar with the condition.
We next developed a series of helpful emails that examine less-well-known aspects of the journey to diagnosis, providing sought after insight directly to recipients’ inboxes. To incentivize subscription, we created an upbeat and informative Post-It stack that intermingled inspiration, information, and space for taking notes and tracking symptoms.
We also launched Facebook and Instagram channels, bringing quick hitting insight and support to the places where those experiencing HS most often go to seek input from peers.
Finally, we created and nationally launched broadcast awareness spots, bringing much-needed HS awareness to millions.
All told, the “Here, Still” campaign and No BS brand refresh took over 18 months to fully develop. Once launched, the response was immense. Messages of gratitude poured in from all over the US, and social channels lit up with dialogue. For so many struggling with an obscure, often misunderstood condition, this was their moment to let the world know—they are here.
Here, Still
Client:
AbbVie
Project Type:
Brand Refresh with 360 Campaign
My Role:
Creative Director
Team Size:
4 Copy, 5 Art = 9 Total
Project Info
From Here to There
How do you support those suffering from a debilitating disease that’s not widely understood? By simply being there.
Hidradenitis Supperativa (HS) is an autoimmune condition that has some terrible consequences. And while 6 million people are afflicted in the US alone, HS is not well understood by the medical community. The average patient often goes undiagnosed for an astounding 10 years. Meanwhile, the symptoms are painful and mortally embarrassing. HS sufferers not only feel alone, many literally disappear from society in an effort to avoid the uncomfortable realities of their symptoms. Suicide rates for this community are more than double the national average, making this dease truly deadly.
So, when the makers of HUMIRA approached us to help reduce the mean time to diagnosis for HS patients, while also reducing the stigma, we were there.
Right away, we realized the existing brand felt too clinical, too authoritative, and too cold. We knew that to truly motivate people living with HS to seek expert help, the brand needed to be radically authentic, delivered by the voice of a peer. To resolve this, we initiated an end-to-end refresh, bringing warmth, humanity, and legitimacy to every corner.
First, we recruited real HS patients to help shape our content, each one selected for their unique experience in coming to terms with their disease. We conducted highly informative interviews and facilitated patient-to-patient conversations, capturing every moment in video and with still photos.
Then, we restructured the website to better respond to how someone who has HS experiences their disease—from first symptoms through the moment they receive a professional diagnosis and treatment recommendation. We updated the design and content to reflect the brand’s mission of support and assistance. Part of the initiative included creation of an animated educational film, explaining how HS behaves within the body, and the importance of seeing a doctor familiar with the condition.
We next developed a series of helpful emails that examine less-well-known aspects of the journey to diagnosis, providing sought after insight directly to recipients’ inboxes. To incentivize subscription, we created an upbeat and informative Post-It stack that intermingled inspiration, information, and space for taking notes and tracking symptoms.
We also launched Facebook and Instagram channels, bringing quick hitting insight and support to the places where those experiencing HS most often go to seek input from peers.
Finally, we created and nationally launched broadcast awareness spots, bringing much-needed HS awareness to millions.
All told, the “Here, Still” campaign and No BS brand refresh took over 18 months to fully develop. Once launched, the response was immense. Messages of gratitude poured in from all over the US, and social channels lit up with dialogue. For so many struggling with an obscure, often misunderstood condition, this was their moment to let the world know—they are here.
