Amitiza
CREATIVE TACTICS
Giving patients the confidence to talk about a condition they've learned to live with in silence
Chronic constipation is more common than most people realize, and more serious than it's often treated. But embarrassment keeps many patients from bringing it up with their doctor. And without that conversation, they never learn that a prescription option exists.
The creative challenge was to address a condition that people find difficult to discuss without making them feel judged for not having discussed it sooner.
We developed a broadcast spot to meet patients with empathy and a light touch, using balloon animals to make the invisible sensations of bloating and discomfort visible in a way that felt honest rather than clinical. Even the ISI section, typically the most utilitarian moment in any pharma ad, stayed in character, with the balloon animals continuing through to the end.
The patient education brochure and starter guide extended that tone into the doctor's office and at home, giving newly diagnosed patients the clinical grounding and practical tools to feel informed and ready to start treatment.
The three pieces were part of a full set of engagements that moved patients from embarrassment to action, acknowledging what they'd been living with and showing them a clear path forward.
Broadcast
