AmplifyING TD
awareness with
Carnie Wilson
Neurocrine Biosciences partnered with Carnie Wilson, a mental health advocate, to launch the ConnectING with Carnie™ campaign. Carnie’s unique celebrity influence is powered by a personal journey with mental health and self-advocacy that enables her to connect deeply with the target audience, especially women in their 40s and 50s who may be at higher risk for TD.
People with TD are too often sufferING in silence
At least 800,000 US adults are affected by tardive dyskinesia (TD)—60% of whom are undiagnosed. TD involuntary movement disorder caused by long-term antipsychotic use. Many patients experience emotional distress and societal stigma due to their uncontrolled movements, which can lead to setbacks in the hard-won progress they’ve made managing their mental health. The significant gap in awareness and diagnosis, necessitated a campaign that could empower individuals to stand up to stigma, speak up about symptoms, and seek the help they deserve.
EncouragING empowerment through connection
The campaign centers around ConnectingWithCarnie.com, a hub for TD resources, support, and empowerment. It features videos of real INGREZZA patients sharing their stories with Carnie, as well as expert insights and information about INGREZZA.
BreakingING barriers
and building engagement
Strategically launched during the first week of Mental Health Awareness Month, the campaign garnered significant media coverage, amplifying its impact and reach—surpassing industry benchmarks and all performance targets.
Earned media
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