The campaigN

Personifying an Omnipresent Danger

The risk of relapse is a dangerous and persistent challenge for people living with schizophrenia. Each relapse causes further loss of brain tissue and cognitive decline. Noncompliance with oral medications is a leading factor for these devastating effects, yet less than 15% of atypical antipsychotics are prescribed in long-acting injectable (LAI) formulations. While the schizophrenia LAI market is crowded, it’s full of campaigns casting patients living with schizophrenia as the problem—not the disease, its risks, and its consequences. So, we chose to be different. We created a branded campaign that contextualized the omnipresent threat of schizophrenia relapse and the potential of a new LAI formulation, delivered in a meaningful, caring way. By recontextualizing the risk schizophrenia patients live with and the issues HCPs who treat them contend with, we’re helping them Escape the Spiral.

We worked with HCPs, patients, and caregivers to curate insights and address the risk of relapse and its origins in nonadherence all thoughtfully and authentically. This approach was informed by feedback from HCPs and research learnings that painted a cyclical picture of medication failures and subsequent relapse.   

The Escape the Spiral campaign crystallizes the patient’s omnipresent struggle and focuses HCPs on addressing the risk of relapse with a different kind of LAI. The spiral represents the risk of impending relapse as well as the potential devastation to a vulnerable patient—literally following him and eventually enveloping him in an episode. But once the patient escapes that spiral with a treatment that can prevent relapse and maintain stability, we see him living, working, and connecting socially in ways previously unimagined.